Ferragamo’s Fall/Winter 23 campaign, courtesy of artistic director Maximilian Davis, is an ode to the Italian fashion house’s roots and a signal of its future artistic direction. Set in Gallerie degli Uffizi in Florence, the city where Ferragamo started as well as the cradle of The Renaissance, it presents the new collection against the background of classic paintings from the 15th and 16th Centuries. The commercial distinctly displays an array of the collection’s items while distorting our sense of space and detail through intricate camera work and light play.

Such beautiful exposition of the connection between legacy and originality had to be transposed into the sonic tapestry. Shigeru Ubemayashi’s “2046 (Main Theme)” evoked the spirit of the campaign in all its seriousness, enhancing its visual storytelling with an impressive composition blending classic Asian instruments with modern orchestration. The Japanese composer’s soundtrack is a haunting and mesmerizing piece, carrying a nostalgic and romantic aura that is both a longing for times long gone and an omen of a period yet to come.

Technical
Song: 2046 (Main Theme)
Artist: Shigeru Umebayashi
Client: Ferragamo
Campaign: FW23 – A New Renaissance
Year: 2023