How Ferragamo's 'The Joy of Loving' campaign celebrates love

For its 2026 Holiday campaign, Ferragamo returns to the values that have shaped the Italian house since its founding: family, creativity and the joy of loving. The story begins with Salvatore Ferragamo’s inventive spirit and his ambition to build a better life for his family. His wife, Wanda, carried the legacy forward in the 1960s, and today the Ferragamo family, alongside Creative Director Maximilian Davis, continues to shape its future.

“Ferragamo is all about family,” says Davis. “And when I design, I am always thinking about that too: how a collection can be worn by different generations, but also how pieces you love will be held onto and passed down through them.”

Directed by Clara Cullen, photographed by Ilya Lipkin and styled by Miyako Bellizzi, the campaign explores the relationships that give meaning to everyday life. “One of the founding values of Ferragamo has always been of beauty that develops from craftsmanship, humanity and joy,” says Chairman Leonardo Ferragamo. “This campaign is telling that story.”

Drawing on the house’s cinematic origins, the campaign casts Kris Jenner as an imagined film director. Through documentary-style interviews, the entrepreneur reflects on the role of family in her life before introducing the campaign’s cast through a series of screen tests. The resulting films explore different expressions of love and belonging.

The cast includes model and activist Paloma Elsesser and her brother, model and musician Sage; The Womack Sisters, descendants of soul royalty; and band Bar Italia alongside drummer Jezmi Fehmi’s partner, model and stylist Ch’lita. Actress and director Joan Chen appears with her daughter, Audrey Hui, while acting coach Nancy Banks features with her son, actor Benny Buckley. Multidisciplinary creative Sofia Testino appears alongside her dog, Syko, extending the campaign’s idea of family beyond conventional definitions.

The films capture the affection and familiarity shared by these real-life relationships, celebrating families both inherited and chosen.

“We wanted to bring together people whom family holds a personal meaning,” explains Davis. “So it was important to cast real families, and to find real and personal moments between them to capture the joy of loving.”

The campaign culminates in a gathering to celebrate the premiere of the film, bringing the individual stories together in a collective expression of joy. As Jenner observes, “the joy of loving is worth holding onto.”

Ferragamo’s seasonal accessories feature throughout, including the Hug Bag and Cara Bag, satin pumps with crystal-embellished Gancini ornaments, the classic Vara ballerina and decorated golden stiletto sandals. The pieces complement the campaign’s central message: that the objects we cherish often become part of the memories and relationships we hold dear.

For Ferragamo, the Holiday season is an occasion to celebrate not just what we own, but what we pass on. Through its 2026 campaign, the house connects its family legacy with the enduring value of love, craftsmanship and shared experience.