Ferragamo is stepping into a new chapter of contemporary elegance with two exciting announcements: the appointment of acclaimed actress and executive producer Ning Chang as its new Global Brand Ambassador, and the debut of the Hug East-West Bag for Pre-Fall 2026.
Recognised as one of Asia’s most compelling cinematic talents, Ning Chang has built an impressive career through critically acclaimed performances in films such as The Soul, A Place Called Silence and The Fire Raven. Her role as executive producer and star of The Abandoned further cemented her reputation as a creative force both on and off screen.
Her dedication to authenticity, artistry and continuous reinvention aligns seamlessly with Ferragamo’s values of craftsmanship, innovation and enduring sophistication. As Global Brand Ambassador, Ning Chang will help shape the House’s dialogue with a new generation of luxury consumers around the world.
Complementing this new partnership is the arrival of the Ferragamo Hug East-West, a fresh silhouette joining the brand’s coveted Hug Bag collection. Defined by its elongated horizontal shape, the new design offers a modern interpretation of timeless Italian craftsmanship.
Crafted from finely grained calf leather, the bag features the collection’s signature embracing straps and oblique Gancini closures, symbolising both emotional connection and meticulous artisanal care. Sleek, versatile and effortlessly refined, the Hug East-West is designed to transition seamlessly from day to evening, embodying Ferragamo’s vision of modern luxury.
The new Ferragamo Hug East-West Bag is now available at Ferragamo boutiques worldwide and online, marking yet another stylish milestone for the Italian fashion house.
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