Ferragamo has introduced the first chapter of “Legends, Reimagined” at Milan Fashion Week, a visual and cultural project honouring Italian excellence, artisanal mastery and iconic personalities. The initiative pays tribute to Salvatore Ferragamo’s pioneering spirit and his legacy as the “Shoemaker of Dreams”.
Conceived as an ongoing series, the project places Ferragamo’s most emblematic designs alongside individuals whose mastery and boundary-pushing vision reflect the brand’s values. The narrative begins with the Tramezza shoe, regarded as the pinnacle of shoemaking. Each pair requires more than 160 handcrafted steps, underscoring the distinction and precision of Made in Italy craftsmanship.
To launch the series, Ferragamo partnered with Italian skiing legend Alberto Tomba, an athlete celebrated for redefining excellence in his sport. Hailing from the hills of Bologna rather than traditional alpine regions, Tomba built his reputation through instinct, discipline and a relentless pursuit of perfection. His explosive power, technical precision and dynamic grace mirror the structural integrity and refined artistry embodied by the Tramezza.
Alongside the core Tramezza collection, the presentation featured Tomba’s personal wooden last and spotlighted Ferragamo’s Made-to-Order programme. This bespoke service offers clients access to rare leathers including alligator, ostrich and hand-finished calfskin, with customisation options such as personalised initials set into the insole. The programme reinforces the maison’s commitment to individuality and enduring luxury.
For the occasion, Ferragamo transformed The Wilde into an exclusive “Tramezza Atelier”, an immersive environment designed to evoke the rituals of modern elegance. Through curated lighting, scent, materials and sound, the space created a sensory journey that connected guests to the craftsmanship, culture and charisma behind the Tramezza universe.
A defining element of Ferragamo’s men’s footwear heritage, the Tramezza takes its name from the leather layer inserted between the insole and outsole to ensure durability, flexibility and comfort. Incorporating Salvatore Ferragamo’s patented steel shank, each pair is engineered for support and longevity, uniting tradition with innovation.
The campaign visuals centre on a cinematic portrait of Tomba, tracing key moments of his journey. The film captures gestures such as lacing his Tramezza shoes and finding balance, drawing parallels between athletic precision and shoemaking artistry. The footwear becomes a metaphor for the duality of discipline and instinct that shaped his career.
“With ‘Legends, Reimagined,’ we want to highlight the profound connection between the artistry of the human hand and the spirit of those who reach for greatness,” says James Ferragamo. “The Tramezza is an icon of our heritage; it represents the structural integrity and impeccable execution that defines a Ferragamo shoe. By reframing our icons through the stories of extraordinary individuals like Alberto Tomba, we celebrate a heritage that remains vibrant and deeply rooted in our relentless quest for perfection. It is a celebration of the craft itself, and of the pride one feels in owning a pair of Ferragamo shoes – the pride we see as the beginning of a new, forever legend.”
