Ferrari, an iconic Italian luxury car brand, has made a groundbreaking foray into the fashion industry with a collection that specifically targets Generation Z. In a departure from its reputation as a symbol of masculine luxury, Ferrari’s fashion collection is gender fluid and features a higher number of female models than male models. Rocco Iannone, the creative director of fashion at Ferrari and a seasoned veteran of renowned fashion houses such as Giorgio Armani and Dolce & Gabbana, emphasizes that cars and clothes should not be restricted by gender.
The inspiration behind Ferrari’s fashion collection stems from the brand’s ergonomic design, high-performance materials, and techy finish. This bold move by Ferrari is particularly significant considering the brand’s celebrated heritage. A visit to the Enzo Ferrari museum reveals a focus on Gianni Agnelli, the former owner of Fiat, whose style epitomized classic Italian elegance. The striking contrast between Agnelli’s timeless elegance and Ferrari’s logo-driven collection is evident. Some have even likened the collection to the contemporary designs of renowned fashion houses such as Balenciaga and Louis Vuitton, dubbing it “Off-Red” as a reference to Ferrari’s Testarossa roadsters.
Iannone’s objective is to create a contemporary collection that reflects Ferrari’s influence in pop culture, music, and the arts. Mood boards featuring stars and icons associated with the brand, as well as future targets like Timothée Chalamet, Dua Lipa, and A$AP Rocky, were presented to convey this vision. The collection encompasses gender neutrality, with curvy shapes and raglan shoulders that mirror the silhouette of Ferrari cars. Eye-catching, high-graphic prints featuring the Cavallino prancing horse, checkered flags, and speed-themed imagery are prominently featured throughout. The key fabric used is a feather-light yet densely woven nylon, adding a touch of luxury to the collection.
Ferrari has embraced e-commerce by making the collection immediately available for purchase on its website and through the online store of luxury retailer LuisaViaRoma. The brand has also upgraded its store in Maranello to showcase the collection. This launch signifies a shift in Ferrari’s strategy, transitioning away from a licensing-driven model and embracing a luxury marque concept. Although some licensed products will still be sold, Ferrari aims to target a new consumer base: the hipster demographic residing in cities like LA, Miami, Milan, and Dubai. To achieve this, new stores will be opened in these locations within the next few years.
The fashion debut by Iannone has garnered acclaim as an impressive combination of fashion and automotive innovation. Supermodels Mariacarla Boscono and Natalia Vodianova graced the LED catwalk, while Ferrari’s Formula One drivers Charles Leclerc and Carlos Sainz made appearances. The collection was showcased at the Maranello factory, emphasizing Ferrari’s artisanal approach to car manufacturing. Iannone emphasizes the importance of skilled artisans in the brand’s production process, which stands in contrast to the prevalence of robots in other car manufacturing plants.
The ultimate question remains whether consumers will embrace a fashion collection from a car company in lieu of established high-end fashion brands. However, Ferrari, Iannone, and John Elkann, grandson of Gianni Agnelli and a prominent patron of the brand, have faith in their couture convictions. With the launch of this groundbreaking collection, Ferrari has solidified its presence in the fashion industry and will undoubtedly continue to expand its reach in the coming years.
For those interested in exploring Ferrari’s fashion collection or making a purchase, the brand’s official website and LuisaViaRoma’s online store are valuable online resources to visit.
Useful Links:
1. Ferrari Official Website
2. LuisaViaRoma Online Store
