A JOYFUL LOT: Ferragamo is embracing the motto “The Joy of Loving,” introduced for the brand’s 2026 holiday campaign, to be unveiled on Thursday.
In a link with the movie industry going back to founder Salvatore Ferragamo, who earned the nickname “Shoemaker to the Stars” for the success of his designs in films and with Hollywood A-listers of yore, from Audrey Hepburn to Joan Crawford, the campaign casts Kris Jenner in the imagined role of director. Reflecting her real life status, she is depicted as “the iconic matriarch of a multigenerational, world-renowned dynasty, whose life has been defined by her love for her family,” the company said. “Through a short series of documentary-style interviews, she expresses the importance of those relationships to her personal journey — before presenting a series of screen test auditions introducing the stars of the campaign, who go on to expand on their own perspectives on the joy of loving.”
Also, the memory goes back to the late Wanda Ferragamo, who raised her six children, Fiamma, Giovanna, Fulvia, Ferruccio, Massimo and Leonardo, and helped develop the brand globally after the death of her husband Salvatore in 1960.
Kris Jenner in Ferragamo‘s “The Joy of Loving” holiday 2026 campaign.
“Ferragamo is all about family, 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,” said creative director Maximilian Davis.
“One of the founding values of Ferragamo has always been of beauty that develops from craftsmanship, humanity and joy,” said chairman Leonardo Ferragamo. “This campaign is telling that story.”
The films celebrate families including: model and activist Paloma Elsesser and her brother, model and musician Sage; musical trio and descendants of soul royalty The Womack Sisters; the band Bar Italia alongside drummer Jezmi Fehmi’s partner, model and stylist Ch’lita; legendary actress and director Joan Chen and her daughter, Audrey Hui; acting coach Nancy Banks and her son, actor Benny Buckley, and multidisciplinary creative Sofia Testino and her dog Syko.
The Womack Sisters in Ferragamo’s “The Joy of Loving” holiday 2026 campaign.
“We wanted to bring together people [for] whom family holds a personal meaning,” Davis said. “So it was important to cast real families, and to find real and personal moments between them to capture the joy of loving.”
“The joy of loving is worth holding onto,” Jenner said.
The campaign is directed by Clara Cullen and photographed by Ilya Lipkin.
Across the campaign, these family members embrace each other, some carrying the Ferragamo Hug or Cara bags, others wearing the classic Vara ballerina, and the cast comes together to celebrate the premiere of their film in a final moment of collective joy.
