Kris Jenner Takes the Director's Chair in Ferragamo's 2026 Holiday Campaign

The Italian luxury house brings together real families, friends and creative personalities for ‘The Joy of Loving’, a cinematic celebration of relationships, craftsmanship and gifts that transcend generations.

Few personalities understand the power of family quite like Kris Jenner. The American television personality and businesswoman has built a global entertainment empire around relationships, ambition and the intricacies of family life. Now, Ferragamo has placed her at the centre of its 2026 holiday campaign, giving her an unexpected role: film director.

Titled The Joy of Loving, Ferragamo's holiday campaign casts Kris Jenner as the fictional director of a film celebrating the bonds between family members, friends and loved ones. Conceived under the creative direction of Maximilian Davis, the campaign draws upon the Italian maison's family heritage and its longstanding relationship with cinema, a theme explored in the films made by luxury brands. The house has told cinematic stories before, as in Ferragamo Nomadic Stories.

The narrative unfolds through a series of screen tests and intimate encounters, with Jenner interviewing a cast whose relationships extend beyond the camera. Model Paloma Elsesser appears alongside her brother Sage, while actress Joan Chen is joined by her daughter Audrey Hui. Other participants include The Womack Sisters, acting coach Nancy Banks and her son Benny Buckley, British band Bar Italia, and creative Sofia Testino with her dog Syko.

Directed by Clara Cullen, photographed by Ilya Lipkin and styled by Miyako Bellizzi, the campaign combines cinematic storytelling with the warmth of genuine personal connections. The cast ultimately comes together for a celebratory film premiere, bringing the individual stories into a shared moment of affection.

Ferragamo's signature accessories remain central to the festive offering, particularly the Hug and Cara handbags, alongside silk accessories, footwear and seasonal gifts. The house has previously reintroduced one of the world's most desired handbags. Rather than relying on extravagant holiday imagery, the house presents these objects as meaningful possessions that can become part of a family's shared history.

The approach also reflects the philosophy of founder Salvatore Ferragamo, whose early work creating footwear for Hollywood personalities established a connection between Italian craftsmanship and cinema. Readers can explore the brand story of Salvatore Ferragamo for more on that heritage. Under Davis, that heritage continues to inform the house's contemporary design identity.

The LuxuryAbode View: Family Heritage Becomes a Luxury Advantage

Ferragamo's choice of Kris Jenner is commercially astute. Her association with family, multigenerational influence and international popular culture gives the campaign a recognisable personality without overshadowing the maison's underlying message. Celebrity pairings are common in luxury, from Venus Williams and Lacoste to Billie Eilish and Gucci.

LuxuryAbode identifies this strategy as Generational Luxury Storytelling, where heritage brands position their creations as objects that connect people across different stages of life rather than simply as seasonal purchases.

The campaign also gives Ferragamo an opportunity to reach younger audiences while preserving its appeal among established luxury consumers. By featuring genuine relationships and a multigenerational cast, the house makes its heritage relevant to contemporary lifestyles.

LuxuryAbode's central observation is that Ferragamo is using family relationships to connect its historic craftsmanship with the emotional appeal of modern luxury gifting. Readers planning purchases can browse luxury festive season gifting ideas and the guide to holiday celebrations and gifting.

In a season crowded with celebrity endorsements and elaborate festive productions, The Joy of Loving offers a more personal proposition. The most meaningful luxury gifts are not necessarily those that make the greatest impression today, but those that remain treasured tomorrow.

LuxuryAbode explores the creative houses, personalities and cultural narratives shaping contemporary luxury for a discerning international audience.

Frequently Asked Questions

What is Ferragamo's 2026 holiday campaign?

The Joy of Loving is Ferragamo's festive campaign featuring Kris Jenner as a fictional film director, bringing together real families, friends and creative personalities.

Who appears in the Ferragamo holiday campaign?

The cast includes Kris Jenner, Paloma and Sage Elsesser, Joan Chen and Audrey Hui, The Womack Sisters, Bar Italia, Nancy Banks, Benny Buckley and Sofia Testino.

Who directed the Ferragamo campaign?

Clara Cullen directed the campaign, with photography by Ilya Lipkin, styling by Miyako Bellizzi and creative direction by Maximilian Davis. Kris Jenner plays the director within the fictional narrative.