The luxury carmaker Ferrari expands its horizon as a lifestyles brand, this June 13 they got closer to younger audiences, with a runway show featuring their newest exclusive design clothes that took place in their historic fabric in Maranello, Italy.
For a day, the production line was stopped at the Ferrari fabric, a runway was set up and models walked along wearing the designs by creative director Rocco Iannone. The proposal was bold but sophisticated at the same time, in an unexpected turn to what we are used to seeing when it comes to encounters between fashion and motor. The brand describes it as a “collection with a strong attitude that takes inspiration from the forms and finishings of the legendary Ferrari vehicles, transforming them into sophisticated and innovative designs.”
And they surely succeded, the designs have a very interesting perspective and the splashes of color gave a distinguished identity to the whole unit. ¿The result? You can’t take your eyes off the clothes, because behind the first impact they have a lot of details and winks to the brand’s history that are really fun to discover.
The fashion collection had a wide range of everyday wear, with some oversized and structured outwear contrasting with fluid, bright printed silks in their signature red and yellow colors, complemented with white and electric blue. We could also see stamps with newspaper headlines, old photos with the logo of the house, and oversized logos through the pieces.
The line includes footwear and accessories too. From steel stiletto moccasins with rubber soles for women, to trekking sandals and even sneakers in collaboration with Puma. Some of the accessories seen were Ferrari-branded belts, Prancing Pony crystal earrings, printed bags and futuristic sunglasses co-created with Ray-ban.
A new turn like this is well suited for a world where luxury brands are expected to offer more than the usual, the focus now set on providing multidimensional experiences and having a strong and memorable tone and visual identity that bring a sense of authenticity for the customer to be captivated.
Iannone didn’t focus on Ferrari’s accustomed public, mostly composed of mature, more conservative customers. Instead he has a younger target in mind, with a wider inclusion of women. The collection is seasoneless, and 80% of it is meant to be genderless. All the items will be available in a wide range of sizes, from XXXS to XXXL. Sustainability has been taken into account too. Representatives of the brand claim that the intention is to be more inclusive and reach out to a generation that isn’t, for the moment, interested in Ferrari’s automotive range.
“The young generations have the power to express the energy and the power of a brand,” Iannone said of the target audience. The 35-year-old designer holds a Fashion Degree from Milan’s Marangoni Institute and has a long history of work in the fashion industry. His last job was as creative director at Pal Zileri, and he previously worked as a designer at firms Giorgio Armani and Dolce & Gabbana. The position he took in Ferrari last november is Brand Diversification Creative Director, which makes him responsible for all Ferrari-branded non-automotive products.
Ferrari also has a newly remodeled flagship store, where the first capsule collection is available since this Monday. It was also known that the recognized restaurant, Cavallino, reopens with kitchens run by chef Massimo Bottura who holds three Michelin stars. New stores are planned to arrive this year in Milan, Rome, Los Angeles and Miami.
“Ferrari wants to be the leader of Italian excellence, and the best in creativity in our country ”, declared the president of the house, John Elkann, to the specialized newspaper WWD. “Today’s show at our factory and the openings of the Ferrari store and the Cavallino restaurant in Maranello are symbols of a strong and optimistic Italy, ready for growth and renewal.”