Kris Jenner Steps Behind the Camera for Ferragamo's New Holiday 2026 Campaign With The Joy of Loving, the Maison celebrates love and family bonds through an exceptional cast

For the Holiday 2026 campaign, Ferragamo celebrates the values that have always inspired the brand: the joy of loving and the beauty of life take on a deeper meaning when they enrich and lend authenticity to a life lived to the fullest. Born from Salvatore Ferragamo's love of innovation and creativity, alongside his desire to build a better future for his family, the brand's story continued through the 1960s thanks to his wife Wanda, who carried forward his legacy, and to the family that, together with Maximilian Davis, continues to guide its journey into the future.

Ferragamo is rooted in a deeply human story, one built on love and bonds that span generations. "Ferragamo is, above all, a family," reflects Davis. "And even when I design, I always think about this: how a collection can be worn by different generations, and how the pieces and accessories we love can be cherished over time and passed down." It is precisely this sentiment that lies at the heart of the Holiday 2026 campaign, directed by Clara Cullen, photographed by Ilya Lipkin, and styled by Miyako Bellizzi. "Among our founding values are the beauty of handcraft, humanity, and joy," says President Leonardo Ferragamo. "This campaign tells that story."

Returning to Ferragamo's origins, which are deeply tied to the world of cinema, the project imagines Kris Jenner in the role of director, but also in her true role as the matriarch of a world-famous, multi-generational dynasty whose life is profoundly shaped by love for her family. Through a short series of documentary-style interviews, Kris speaks about the importance of personal bonds in her own journey, before stepping into her imaginary role as director in a series of auditions that introduce the campaign's protagonists, each invited to share their own personal perspective on the concept of The Joy of Loving.

The videos celebrate inherited families and chosen families alike: model and activist Paloma Elsesser alongside her brother, model and musician Sage; The Womack Sisters, a musical trio and descendants of a true soul music dynasty; the band Bar Italia together with Ch'lita, model, stylist, and partner of drummer Jezmi Fehmi; legendary actress and director Joan Chen alongside her daughter Audrey Hui; acting coach Nancy Banks alongside her son, actor Benny Buckley; and multidisciplinary creative Sofia Testino with her inseparable dog Syko. "We wanted to bring together people for whom family holds a genuine and personal meaning," explains Davis. 

Woven into the campaign's narrative is a selection of the season's iconic accessories: the Ferragamo Hug Bag alongside the Ferragamo Cara Bag; a selection of shoes ranging from satin pumps adorned with crystal-encrusted Gancini ornaments to the iconic Vara ballet flat and refined golden stiletto sandals. In this context, Ferragamo's creations become an integral part of the holiday celebration: pieces to be loved, treasured, and passed down through time.