We've said it before and we'll say it again: Everyone loves Maximilian Davis.

A few days ago, it was announced that the designer was withdrawing from the LVMH Prize competition, where he was shortlisted alongside another 19 designers, and now we know why: Maximilian Davis is Salvatore Ferragamo's new creative director.

“Maximilian will put his brand on hold and be fully dedicated to Ferragamo,” explained a spokesperson for the label, announcing that he'd be taking on the role starting March 16.

Davis has been one of the most exciting designers coming out of the London scene, showcasing his designs as a part of Fashion East. Having previously freelanced for labels including Mowalola and Asai, Maximilian Davis saw a huge upswing last year, with plenty of celebrities including Rihanna, Dua Lipa, and more wearing his designs.

"The clarity of his vision together with the level of execution and his powerful aesthetic make him one of the most brilliant talents of his generation. His work is defined by elegance, refined sensuality, and constant commitment to quality," said Salvatore Ferragamo CEO Marco Gobbetti.

Ferragamo's move is certainly one in the right direction. With Maximilian at the helm, it will reach a new consumer, and will become much more relevant amongst a young audience.

It is a proven fact that appointing a creative director that resonates with the younger audience is a strategy often rooted in success, with Virgil Abloh paving the way at Louis Vuitton, Matthew Williams at Givenchy, Nigo at Kenzo, and most recently Rhuigi at Bally, and with Maximilian at Ferragamo, the label has already generated more buzz since the announcement than it has for the whole year.

We're looking forward to seeing Maximilian's interpretation of Salvatore Ferragamo, as he takes on his new role this week.