By Rebecca Ceccatelli. Cover by Margie Mitchem.

Ferragamo and the Making of Winter Holiday Windows

How far in advance do luxury brands design winter holiday windows? Much earlier than you might think. Long before December lights up cities like Florence, creative teams are already working behind the scenes. At Istituto Marangoni Firenze, students of the Master in Fashion Styling, Creative Direction and Digital Content are stepping directly into this process through a hands-on collaboration with Ferragamo, designing winter holiday windows for the iconic Palazzo Feroni. What looks magical and effortless is actually the result of months of research, visual storytelling, and strategic foresight—where creativity meets timing in the luxury system. For historic flagships on iconic streets like Via de’ Tornabuoni in Florence, such as Palazzo Feroni, home to Ferragamo, windows like the Christmas ones are imagined long before winter begins. 

When Luxury Brands Start Designing Christmas Window Displays

Ideas often take shape at the very beginning of the year, when the previous season has only just ended. This early timeline allows for concept development, visual experimentation, and the careful construction of narratives designed to resonate with an international audience.
This forward-thinking mindset is exactly what defines the industry project developed at Istituto Marangoni Firenze. Beginning with a kick-off meeting in January with a kick-off meeting involving Ferragamo’s Human Resources team and Ferragamo’s Visual Merchandising Team, students are asked to envision and develop a series of winter holiday window concepts for Palazzo Feroni. The brief challenges them to engage not only with the visual language of the festive season, but also with the discipline and foresight required to bring these concepts to life months in advance.

But this is far more than just a hypothetical academic project: the opportunity for participating students is on another level. Keep reading to find out more!

Inside Ferragamo’s Winter Holiday Window Display Project Brief

At the core of the project is a clear yet multifaceted brief that requires both creative vision and methodological rigor. Students are asked to work entirely independently, taking full responsibility for the developing their concepts, from initial research to final presentation. The assignment focuses on the design of four window displays for Palazzo Feroni, all revolving around the overarching theme of winter holidays. 

A key aspect of the brief is the ability to translate Ferragamo’s aesthetic values and identity into a coherent and engaging visual language. Each proposal must strike a balance between creative experimentation and brand awareness, ensuring that the final outcome remains aligned with the house’s heritage while offering a fresh perspective. The four windows are conceived not as isolated installations, but as chapters of a single narrative: students are required to construct a visual sequence that unfolds progressively, guiding the viewer through a unified story and immersive imaginary.

To support this process, strong emphasis is placed on research and visual development. Students are expected to build an extensive body of references, drawing from fashion, art, cinema, and cultural imagery, to inform and justify their creative direction. These ideas are then translated into detailed renderings and simulations, allowing the concepts to be visualized with a high level of precision and realism. 

The final deliverable is a complete visual merchandising project that combines narrative thinking, aesthetic sensitivity, and technical execution—reflecting the complexity and high standards of a real-world luxury window design process.

Ferragamo Winter Holiday Windows: Inside The Mid-Review Stage 

Midway through the project, the mid-review becomes a key moment to pause and take stock of the work developed so far. Scheduled for April 14th, it gives students the chance to present their evolving concepts, visual research, and initial renderings in a more structured and critical setting. Rather than serving as a final evaluation, this stage is designed as a constructive exchange: feedback from tutors and industry professionals helps highlight the strengths of each proposal while identifying areas that require further development.
It is often at this point that ideas become more focused, and the narrative behind each project starts to fully take shape.
What makes this moment particularly valuable is its direct connection to the brand’s world. During the mid-review, students will attend a talk by Marco Capanni (Visual Merchandising Coordinator) and take part in a visit to the Ferragamo’s archive in Osmannoro.
Engaging with archival materials allows them to explore the brand’s heritage up close, offering a deeper understanding of its visual language, craftsmanship, and evolution over time. This experience becomes a source of inspiration, but also a grounding element—helping students refine their concepts so that they feel both contemporary and aligned with the identity of the house.

The Final Review: Presenting Ferragamo’s Window Display Concepts

The project will finally reach its climax at the end of May with the final review, when students present their fully developed window display concepts and see their months of research, experimentation, and creativity come to life.
And here it is: the prize for the effort made throughout the year. Students will also have the opportunity to take part in interviews with Ferragamo throughout the project. Then, the best project will be recognized with a special award: its creator will receive a Fashion Styling Internship in the industry, opening a rare and extraordinary door into the professional world of luxury fashion.
For young creatives, this is much more than a work placement—it is a real opportunity to step into the rhythm of a global luxury house, to learn directly from industry leaders, and to see their ideas influence a living brand. The experience can be transformative, offering professional guidance, mentorship, and a first-hand understanding of how creativity, strategy, and craftsmanship intersect at the highest level. Who knows, maybe a potentially life-changing step from the classroom into the very heart of luxury fashion.