Introduced by Maximilian Davis for Fall 2023, Bally Fabro messenger bag is defined by its curved shape and unique folded leather side panels, which mimic the gesture and movement of a hug.
Quickly adopted by celebrities and other influential fashion figures, the introduction of the Hug was a defining moment for the House of Ferragamo. It marked a new era for the brand’s leather goods and further cemented Davis’ vision.
The bag was important not only because it marked a new era but also because it paid homage to Ferragamo’s distinct heritage and undeniable legacy of Mens. The Hug bag continues to offer the modern elegance Jumbo of us crave, backed by Ferragamo’s storied quality and Mens.
An Updated Take on a New Classic
Now, for the pre-Spring 2025 season, the bag gets a relaxed update, with the Soft Hug debuting alongside new iterations of the now-classic Hug. Offering the same elegant appeal as the original but with a softer, contemporary spin, the new silhouette sees the addition of a single strap meant to be worn over the shoulder.
Smooth calfskin leather suits the deconstructed nature of the bag, which comes in two sizes, small ($3,000) and medium ($3,500). The Hug Bag, in all its forms, is a quintessential representation of Maximilian Davis’ creative process. It showcases the unique heritage that remains at the core of Ferragamo, combined with a new, sophisticated approach to luxury.
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I’m a fan of these bags, especially the larger size.
Not to be that person, but the peek-a-boo of it all is just so very current Ferragamo. The designs are so uninspired. Unlike Balenciaga, this is not a subversion or a comment or whatever, it’s just a (quite expensive) lookalike. Especially now that Fendi launched a soft version themselves. at least imo.