Reinvent a Brand: Ferragamo the Main Character Edit

This group project reimagined Ferragamo through a contemporary lens, honoring its extraordinary heritage while redefining its relevance for today’s audience. Inspired by the brand’s iconic Hollywood past - when Ferragamo crafted shoes for legends like Audrey Hepburn and Marilyn Monroe - we explored what it means to live life like a film for today’s generation.

Our concept positions Ferragamo as the brand for women who see themselves as the protagonists of their own narratives. Blending cinematic language with modern quiet luxury codes, we developed a revitalized identity built on intelligence, individuality, and emotional depth. This rebrand shifts Ferragamo from a heritage label associated with tradition into a storytelling-driven house that resonates with Gen Z and young millennial women seeking meaning, authorship, and authentic self-expression.

Our group’s strategic framework centered on three key pillars:

• A newly defined Ferragamo woman - intelligent, composed, quietly bold, and creatively self-directed.

• A modern visual and experiential identity titled The Main Character Edit - a campaign and brand world that captures the Ferragamo woman’s inner world, cinematic poise, and protagonist energy.

• A reimagined digital and retail ecosystem - transforming the flagship environment into a Protagonist’s Wardrobe, where customers move through storytelling, styling, and mood-based product interactions.

By revitalizing Ferragamo’s core DNA - artistry, innovation, and character - we reposition the brand as an enabler of confidence, creativity, and self-authorship. The Main Character Edit reframes Ferragamo not as a relic of Old Hollywood, but as a living, evolving narrative that empowers the modern woman to step into her own spotlight.