KRIS JENNER BECOMES THE MATRIARCH OF THE FERRAGAMO FAMILY IN THE BRAND’S HOLIDAY 2026 CAMPAIGN
With The Joy of Loving, the Italian luxury house brings together Kris Jenner, multiple generations, and stories of affection in a celebration of family heritage, creativity, and timeless luxury.
The holiday season is beginning to take shape in the world of fashion, and Ferragamo has chosen to celebrate one of its most universal themes: the importance of family. For its Holiday 2026 campaign, titled The Joy of Loving, the Italian maison presents Kris Jenner as the matriarch of a fictional family in a narrative that combines cinema, human connection, and the heritage of one of Italy’s most recognizable luxury houses.
Known for her influence on popular culture and her ability to transform her own family into a global phenomenon, Kris Jenner takes on a role that closely reflects her public persona. This time, however, she appears as more than a central figure. She becomes the director of a fictional film, leading screen tests and introducing characters whose stories are rooted in real-life relationships.
The casting reinforces Ferragamo’s intention to present luxury beyond its material dimension. In The Joy of Loving, what connects people is not simply what they wear, but the memories, affection, and shared experiences that accompany them throughout their lives.
A Campaign About the Meaning of Belonging
Kris Jenner’s presence establishes the tone of the narrative. As a public figure whose career has been shaped by family, business, and communication, she represents a bridge between generations and different forms of cultural expression.
The campaign brings together personalities from diverse creative backgrounds, including model Paloma Elsesser and her brother, Sage Elsesser; musical group The Womack Sisters; and Sofia Testino, accompanied by her dog, Syko. Actress Joan Chen appears alongside her daughter, Audrey Hui, while casting coach Nancy Banks is featured with her son, actor Benny Buckley.
These relationships are central to the campaign’s visual storytelling. Rather than presenting a single definition of family, Ferragamo embraces different forms of companionship, intimacy, and connection. Siblings, mothers and daughters, creative professionals, and four-legged companions become part of a narrative suggesting that belonging can take many forms.
The cinematic approach further strengthens the concept. By casting Kris Jenner as the director of an imaginary film, the campaign creates a framework in which each participant seems to carry a story of their own. The result brings fashion advertising closer to cinematic storytelling, inviting audiences to observe the relationships between the characters and recognize elements of their own lives in them.
Maximilian Davis and the Idea of Luxury Across Generations
The campaign’s focus on family is directly connected to the vision of Maximilian Davis, Ferragamo’s creative director. For the designer, the brand’s heritage extends beyond preserving aesthetic codes. It also lies in the way its creations accompany people throughout their lives and are passed down from one generation to the next.
“Ferragamo is all about family.”
— Maximilian Davis, Creative Director of Ferragamo.
The statement captures the principle guiding the campaign. In a market often driven by the rapid pace of trends, the idea of continuity offers a different perspective on luxury consumption. A piece can represent more than a styling choice for a particular occasion. It can accompany different chapters of life, acquire personal meaning, and remain relevant long after its release.
This philosophy resonates with Ferragamo’s history, which was built on a combination of ingenuity, craftsmanship, and attention to the needs of those who wear its creations. Under Davis’s creative direction, these elements take on a contemporary interpretation, allowing tradition and modernity to coexist without one overshadowing the other.
The Legacy of Salvatore Ferragamo
Founded by Salvatore Ferragamo, the maison emerged from its founder’s ambition to build a better life for his family through creativity and innovation. His journey, marked by experimentation and the development of distinctive footwear designs, became an essential part of the brand’s identity.
It is precisely this human dimension that the campaign seeks to revisit. Family is not presented merely as a fitting theme for the holiday season, but as an integral part of the company’s origins and creative philosophy.
Leonardo Ferragamo, son of the founder, highlights the connection between the maison’s historical values and the message conveyed through the campaign.
“Beauty that develops from craftsmanship, humanity, and joy.”
— Leonardo Ferragamo, on the values underpinning the campaign.
This perspective reinforces the idea that Ferragamo’s legacy is not confined to its archives or iconic creations. It is also expressed through the continuity of a vision: the belief that beauty, technical excellence, and human sensitivity can coexist to create something that extends beyond the present moment.
In The Joy of Loving, this heritage is translated into a contemporary visual language, connecting the story of an Italian family with the universal experience of sharing life with others.
The Holiday Spirit Begins Before December
The campaign’s release also reflects a growing trend in the fashion calendar: the anticipation of year-end celebrations. Major fashion houses are increasingly unveiling their holiday narratives before December arrives, transforming the preparation for the festive season into an opportunity for communication, inspiration, and desire.
In Ferragamo’s case, the concept goes beyond presenting gift ideas. The brand uses the holiday season to reaffirm its identity and communicate a message that remains relevant throughout the year.
The act of giving therefore takes on a symbolic dimension. Luxury objects may be chosen for their beauty, quality, and design, but also for the meaning they carry for both the giver and the recipient. The idea of a treasured piece passing between generations brings this gesture even closer to memory and intimacy.
By placing human relationships at the heart of its communication, Ferragamo finds a way to connect with audiences without relying exclusively on product presentation. The campaign encourages emotional identification, using fashion as the setting for a story about what truly lasts.
When Luxury Meets Emotion
Kris Jenner’s participation gives the campaign an instantly recognizable presence, connecting Ferragamo’s historical heritage with contemporary culture. Her image as a matriarch adds familiarity to the project, while its cinematic structure allows the brand to explore a theme that transcends generations and borders.
More than a holiday celebration, The Joy of Loving offers a reflection on continuity. In an industry where new collections emerge constantly, Ferragamo chooses to highlight the value of what withstands the passage of time: relationships, memories, and creations that accompany different chapters of a story.
By bringing together Salvatore Ferragamo’s legacy, Maximilian Davis’s creative vision, and Kris Jenner’s unmistakable presence, the maison reaffirms that the true meaning of luxury can be found both in the excellence of an object and in the story built around it.
After all, some pieces are remembered for their design. Others become special because they carry a part of who we were, who we are, and who will come after us. It is at this intersection of beauty, affection, and permanence that Ferragamo finds the essence of The Joy of Loving.
