Maximilian Davies is the new creative director of Salvatore Ferragamo

Over the past year there has been an air of reshuffling at Salvatore Ferragamo. At the end of last March, creative director Paul Andrew had left along with president Ferruccio Ferragamo and, in June, the arrival of Marco Gobetti as the brand's new CEO was announced. There remained much talk about the vacant position of creative director which, today, has ceased to be so with the appointment of Maximilian Davies. The news made a lot of sense as it explained why Davies, last March three, had withdrawn from the LVMH Prize whose award would have included a year of coaching from experts within the industry as well as a cash prize, effectively tying him to the luxury conglomerate. Gobetti, speaking to WWD last March 8, had also said «this is an extraordinary brand built on exceptional family values and heritage and I am excited by the growth potential ahead».

Davies, who founded his eponymous brand, Maximilian, in 2020 managing to become one of the young stars of London Fashion Week as well as dressing Naomi Campbell on the cover of i-D Magazine and also Rihanna and A$AP Rocky. His brand, among others, had made it to the shelves of Dover Street Market, MatchesFashion, Browns, Net-a-Porter and SSENSE. His arrival at Ferragamo signifies a historic turning point for the brand which, until Gobetti's arrival, had remained in a temporal quagmire despite the quality of the collections signed by previous creative director Paul Andrew. Unlike his predecessor, however, Davies possesses the aura of a niche star designer that will help give the brand a new, more contemporary appeal.