For SS24, Maximilian Davis pares back.
If Maximilian Davis’ inaugural collection effaced the tired glamour of the departed (Salvatore) Ferragamo our mothers once grew up with, surely the rest would ensue to brew a new aesthetic that is easily younger, fresher and modern.
Not this time, it seems. While that might have been true up till the FW23 collection that’s now hanging on boutique floors, and on celebrities such as NCT’s Jeno and Han Hyo Joo, SS24 puts forward maturity in its edgy designs. Rekindling Hollywood raison d’être aside — as was the insistence with SS23 — the collection doesn’t indulge itself too much on an immediate red carpet factor. Instead, Davis finds a middle ground that’s much more realistic in its appeal amongst today’s consumers. That includes focusing on looks that calls to an older demographic, accompanied by looks that younger consumers will approve of.
Given that Ferragamo’s clientele largely revolves brand loyalists, it would make sense to avoid creating a niche. There’s also less of the spectacularly cerebral minimalism from the debut; not absent, just minimised. And that’s perhaps crucial, considering the sales since his appointment have no quite reached the level of success the house was looking for. But if this is Maximilian’s take on reducing for the sake of being commercial — with clothes that rivals our expectations (and hopes) for other legacy Italian houses— then imagine the illustrious things that await.
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