Speculation Mounts Over New Ferragamo Creative Director
Social media discussions indicate growing speculation that designer @Sabbat, formerly of Gucci, could be named the new creative director at Ferragamo. While unconfirmed, the rumors highlight industry and consumer interest in a potential new creative direction for the Italian house.
- The current creative director at Ferragamo is Maximilian Davis, who was appointed in March 2022 to lead a brand refresh aimed at attracting younger consumers. His appointment marked a historic moment as he became the first Black creative director for the Italian fashion house. - Under Davis and former CEO Marco Gobbetti, the brand was rebranded from "Salvatore Ferragamo" to "FERRAGAMO" and introduced a new logo designed by Peter Saville ahead of its Spring/Summer 2023 show. This was part of a broader strategy to modernize the house's image and focus on a new generation of luxury consumers. - Recent changes in leadership, including the departure of CEO Marco Gobbetti in early 2025, have fueled industry talk about Davis's potential departure, although the company has denied these rumors. Chairman Leonardo Ferragamo has publicly expressed his complete trust in Davis's work. - The brand has faced financial headwinds, reporting a 10.5% sales decline in 2024, largely attributed to a luxury market slowdown in the Asia-Pacific region. In response, the company is implementing a turnaround strategy focused on refining its product offerings, adjusting its pricing architecture, and realigning its marketing efforts. - Seán McGirr, the designer mentioned in social media rumors, was recently appointed Creative Director at Alexander McQueen in October 2023. His previous experience includes leading ready-to-wear at JW Anderson and designing for Dries Van Noten, Uniqlo, and Burberry. - Davis’s aesthetic is characterized by a refined sensuality and elegance, and his work for Ferragamo has been noted for its contemporary sensibility and commitment to quality Italian craftsmanship. His vision for the house has been described as a way to write a new, exciting chapter for the brand. - The industry has been experiencing a period of frequent creative director changes at major houses, making appointments and departures a closely watched topic. This trend contributes to a constant cycle of speculation regarding potential new pairings between designers and brands.
