Ramadan is one of the busiest and most emotionally charged periods in the regional calendar. Ferragamo needed to connect with Middle Eastern audiences in a way that felt authentic, not superficial. The goal was to convey the brand’s new vision of modern femininity under Maximilian Davis, whilst remaining rooted in regional culture and values.
The challenge was twofold:
Rather than depending on overt opulence, the aim was to craft an emotionally compelling story, a campaign that felt cinematic yet rooted, global yet deliberately regional.
The answer lay in finding a living embodiment of Ferragamo’s new feminine codes, someone who could express quiet confidence, cultural depth, and timeless grace. We found that in Marwa Al Hasmi, a UAE-based endurance horse rider whose strength, poise, and connection to the land mirrored Ferragamo’s duality of modernity and heritage.
Set against the stillness of the desert, the campaign became a visual meditation on balance and movement. A dialogue between discipline and freedom, tradition and evolution. Marwa’s bond with her horse symbolised endurance and grace, echoing the introspective rhythm of Ramadan.
The creative direction drew from Ferragamo’s sculptural minimalism, translated through regional light and texture. Golden-hour tones, flowing silhouettes, and tactile materials replaced ornate set design, allowing the story’s emotion to take centre stage.
Through this restrained yet powerful visual world, Ferragamo reinterpreted what a Ramadan campaign could be: not a spectacle, but a state of being, where strength is expressed through serenity, and luxury through authenticity.
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