Speculation mounts over new Ferragamo Creative Director
Social media speculation suggests that a former Gucci executive who recently completed a four-year stint at the house may be in line to become the new creative director at Ferragamo. The rumors indicate a potential new creative direction for the brand, following a period of transition.
- Ferragamo issued a statement on February 18, 2026, formally denying media reports and speculation about a potential change in its creative direction. The denial was released to address circulating rumors that the current creative director, Maximilian Davis, was leaving and that Sabato De Sarno was a potential replacement. - The speculation follows the recent departure of CEO Marco Gobbetti, who appointed Maximilian Davis in 2022. Gobbetti, who joined from Burberry with a mandate to rejuvenate the brand, left his position in March 2025 after a three-year tenure, during which the company's stock price fell by 65%. - The leadership uncertainty comes at a challenging time for the brand, which reported a 10.5% decrease in revenues for the full year 2024, totaling €1.035 billion. The company posted a net loss of €68 million for 2024, a significant downturn from the €26 million net profit recorded in 2023. - Under Gobbetti and Davis, the house underwent a significant rebranding, changing its name to the more modern "FERRAGAMO" and introducing a new logo. This was part of a broader strategy to attract younger consumers and refocus on core products like shoes and leather goods, which together accounted for over 86% of sales in 2024. - Maximilian Davis was appointed creative director in March 2022, becoming the first Black creative director in the brand's history. His collections have been noted for their contemporary sensibility, vibrant use of color, and a modern take on the house's heritage of craftsmanship. - This is not the first time Ferragamo has looked to former Gucci talent for leadership roles. In 2018, Micaela Le Divelec Lemmi, a 20-year veteran of Kering who served as Gucci's CFO, was appointed CEO of Ferragamo to lead a turnaround. - The high turnover of creative directors is a broader industry trend, with shorter tenures becoming common as brands seek to generate cultural relevance and respond to financial pressures for quarterly growth. This contrasts with the historically long-term stewardship seen with figures like Karl Lagerfeld at Chanel.
