From September 23rd to October 5th, Ferragamo presents „3 Days in Florence“, an extraordinary photographic exhibition by renowned photographer Juergen Teller, celebrating the beauty and uniqueness of Florence through his lens. The exhibition, which weaves together fashion, art, and culture, is hosted at Portrait Milano, a venue that perfectly reflects the contemporary vision of creative director Maximilian Davis’s „New Renaissance.“

Juergen Teller is a pluri-awarded and renowned fine art and fashion photographer recognized as one of the best in the world today. Teller treats all his subjects with a uniform style of grit, raw emotion and humor that has become his iconic and recognizable aesthetic. His unique portraits mingle supermodels and celebrity with the everyday with a distinctive, candid feel. He has said even of his most famous subjects that he depends on their humanness to come through. His work is included in the collections of the Brooklyn Museum in New York, the Stadtmuseum in Munich, and the Victoria and Albert Museum in London among others. 

It was Teller’s mix of irony, realism and honesty that drew Marco Gobbetti e Maximilian Davis to choose him to immortalize the Florence of Salvatore Ferragamo for the Fall Winter campaign “3 days in Florence” in a series of shots reminiscent of great Italian film noirs. In Teller’s lens, Florence transforms into a cinematic backdrop, conceptually reuniting Ferragamo’s beloved worlds of Hollywood and Florence. This thematic connection runs deep for Ferragamo. Born in Bonito, a small town in Southern Italy, in 1898, Salvatore moved to the U.S. and found fame in Hollywood. But it was Florence, a city he first encountered in 1927, that captured his heart. For him, Florence represented the ultimate symbol of Italian culture, art, and craftsmanship – a perception shared by many Americans, especially in California, where Ferragamo had built his career.  

For the „3 Days in Florence“ campaign, Davis and Teller assembled a cast that embodied the spirit of a New Renaissance. Supermodels Raquel Zimmerman and Lina Zhang, Somalian activist Yasmin Warsame, and French scholar Maia Tellit Hawad joined forces with German model Tim Schuhmacher and art director and music industry icon Peter Saville to bring this vision to life. The reality of the city – of lives lived against its historic backdrop – is experienced through Teller’s unique perspective on modernity. “There is a sense of connection to the directness of his work,” explains Maximilian Davis. “During the time we’re in, that’s what people are looking for – and I am interested in seeing real people in Florence, and how they wear Ferragamo.” 

Inspirational venues

Piazza della Signoria – La Loggia dei Lanzi – Caffè Rivoire

The heart of Florence, Piazza della Signoria, played a pivotal role in Ferragamo’s decision to anchor his brand in the city. Upon returning to Italy from Hollywood in 1927, Ferragamo experienced a moment of clarity in the shadow of Palazzo Vecchio: „As I walked in this sweet summer night…I stayed alone in Piazza della Signoria and was convinced to find the answer I was looking for.” This defining moment solidified Florence’s role in Ferragamo’s story as the ideal city to nurture his vision of craftsmanship, art, and elegance—values that Teller captured in his striking images.
The Piazza also serves as a gateway to exploring Florence’s vibrant city life. Just steps away is Caffè Rivoire, a historic café that has long been a meeting place for intellectuals and artists. Its elegant ambiance and rich history symbolize the lively spirit of Florence and its connection to culture and art. Additionally, the Loggia dei Lanzi, with its extraordinary collection of Renaissance sculptures, further enriches the backdrop of the campaign. This open-air sculpture garden represents a meeting point between the modern and the ancient, blending contemporary creativity with the city’s historical masterpieces. 

Palazzo Spini Feroni 

Palazzo Spini Feroni, a symbol of elegance on Florence’s famed Via Tornabuoni, has long been at the heart of Ferragamo’s identity. Salvatore Ferragamo first rented part of the Palazzo, which also housed galleries featuring artists such as Giorgio De Chirico and Filippo De Pisis, and later bought the entire building. Under his ownership, it became a hub for innovation and artistry, mirroring the Renaissance workshops of old. Today, Palazzo Spini Feroni remains a focal point in Juergen Teller’s work, embodying the brand’s Renaissance spirit. Its frescoed rooms, once used to host clients, now serve as a stunning backdrop for Ferragamo’s creations, offering a visual dialogue between Florence’s artistic past and Ferragamo’s modern craftsmanship. Maximilian Davis’ „New Renaissance“ vision found its perfect setting within these walls, reaffirming the connection between Florence and Ferragamo’s ongoing creative journey. 

Portrait Milano hosts Ferragamo’s Florentine journey 

The story comes full circle with the exhibition at Portrait Milano, a location deeply tied to the Ferragamo family through its chairman, Leonardo Ferragamo. The Portrait Hotel was lovingly restored with the aim of nurturing the dialogue between fashion, art and hospitality with authenticity and integrity, building on the core values of Salvatore Ferragamo. Authenticity and Integrity are intrinsic to the work of Juergen Teller, making the Portrait the perfect choice to showcase “3 Days in Florence”, and to bring the New Renaissance vision of Maximilian Davis to Milan. 

“We thought about it for quite a long time of how and where and I am very proud of what we did for Ferragamo in Florence. It makes a lot of sense for me.” Juergen Teller