What do you think of when the word “Ferrari” comes to mind? You think about unparalleled luxury, fast motion like the speed of light, expressive sensuality, and the bold future of modernity. That’s exactly what the legendary Italian car manufacturer has just brought to the fashion industry in the form of the brand’s first-ever, ready-to-wear collection. To celebrate the latest extension of the sports car powerhouse, Ferrari pulled out all the big guns in an all-weekend fête in the hometown of Ferrari in Maranello, Italy (which I now refer to as Ferrari-land due to its grandiose presence through the quaint-yet-chic town, which literally could give Disneyland a run for its money.)
Just one look through the palatial property, which includes truly jaw-dropping, ultra-tech factories, thrill-inducing automobile archives, the new high-design concept flagship store, and the newly restored restaurant Cavallino (created in collaboration with world-renowned chef Massimo Bottura and architect India Mahdavi) was enough to understand that Ferrari is not just a brand—it’s a lifestyle.
Under the magic wand of Nicola Boari, Ferrari’s Chief Brand Diversification Officer, the house of Ferrari continues to speed on with high acceleration through its brand diversification project, further highlighting the core beliefs and values of the house. With the purpose and determination of a multi-level expansion, came the appointment of a new dynamic force to bring Ferrari to the next level, Rocco Iannone. Having found his fashion footing for brands such as Giorgio Armani, Dolce & Gabbana, and Pal Zileri, the new Creative Director will be responsible for designing the women’s, men’s, and children’s clothing and accessories collections and coordinating the image of the Ferrari brand across all non-automotive projects.
With this first seasonless, fashion collection, comprised of 52 emblematic looks which were 80% unisex and purposely designed to be fluid, and having debuted them in the Ferrari assembly line factory where usually the house’s technicians are loading up powerful engines and building the perfect car for its clients, Iannone’s vision for the line has truly brought the brand to an unexpected frontier. Opening the show with supermodel Mariacarla Boscono and closing with fashion icon Natalia Vodianova, and sprinkled in with lots of V model alumni like Mica Argañaraz, Sara Grace Wallerstedt, and Jonas Glöer, the lineup was a dazzling assemblage of multi-fictional pieces—crafted to perfection in the same vein of the motor house.
With pieces that range from car-motif printed two-pieces, racing-inspired outerwear, a partnership with Ray-Ban provided eyewear and Puma footwear, and bold accessories that fuse brand identification with a modern-edge, Iannone managed to create a dialogue between fashion and cars, one that follows the anatomy of the many auto models that Ferrari had produced over the years and translating them into an intertwined world that is rooted in design and craftsmanship.
Now with this first debut collection serving as the foundation for what’s to come next, the lineup champions on the legacy of the brand that we all know today—while further unlocking new horizons for the company that will allow a new audience to identify and interpret the ethos of Ferrari in the next-generation.
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