Ferrari goes trendy with new luxury fashion line
Print Edition
Ferrari V12 production cars were suspended over the factory floor in Maranello on Sunday night as the 74-year-old luxury carmaker launched a new era as a lifestyles brand, with a runway show unveiling its first ready-to-wear collection targeting a younger generation that might not be aware of its Formula One racing pedigree and coveted performance street cars.
Models walked along the halted production line in a symbolic gesture that underlined the creative interplay between Italian Ferrari’s long lineage of sleek, curved automotive bodies and the fashion line by creative director Rocco Iannone, strong on structured outwear contrasting with fluid, bright printed silks in Ferrari red, Scuderia yellow and electric blue.
Iannone’s collection could easily have narrowly targeted Ferrari’s already loyal customer base — mostly more mature consumers who fill waiting lists for the nearly 10,000 annual production of luxury cars that start around US$200,000 — with more staid driving clothes in quiet luxury fabrics.
But instead he went bold, starting with trenches, bombers and parkas intricately modeled to give the appearance of a shell, branded with the famed Prancing Pony logo placed discreetly on the nape, and including clever rubberized accents on pockets and sleeves to recall the auto heritage.
Creative director
“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 was previously creative director at Pal Zileri after more than a decade at Giorgio Armani and a stint at Dolce&Gabbana.
The coats were complemented by daywear that included silky midi skirts in new Ferrari prints featuring collages of classic racing cars and the Ferrari logo. The youthful streetwear feel was sophisticated, with oversized Ferrari branding on shirts, complemented by wide shorts with reflective tape or loose-fitting trousers sportily fastened at the ankle.
The seasonless collection will be trickled out in six drops this year, with 80 percent meant to be genderless and available in sizes from XXXS to XXXL.
The runway collection is part of a brand diversification project that could contribute up to 10 percent of Ferrari’s bottom line within a decade, said chief brand diversification officer Nicola Boari.
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