In order to get more younger customers, especially women, Ferrari made a giant step to roll out its first in-house fashion collection in the Ferrari Factory in Italy.
The fashion show, designed by creative director Rocco Iannone, presents a catwalk with 52 stunning looks. 80% of outfits are unisex, with sizes from XXXS to XXXL.
Also, Ferrari’s partners Puma and Ray Ban provided sneakers and sunglasses that contained recognizable Ferrari motifs.
The fabrics were high performance with a haute-couture touch, per Iannone. Ferrari’s fashion collection is going to be on offer mainly online and through the company’s official stores in Maranello, Milan and Rome.
The designer started with outerwear as bold statement pieces, examples of some of the fashion exhibited were an attractive belted nylon trench in a very deep burgundy shade that had the identical touch and feel as organza, and a red parka made of recycled plastic bottles, as sustainability was top of mind for the designer.
Iannone played with reflective elements and iridescent surfaces, always mindful of color, starting from Ferrari’s signature red to the Giallo — or yellow — Modena, from the name of the town nearest to Maranello, or the deep blue and green also typical of Ferrari’s sleek streetcars.
Concurrently, blouses and Bermudas in silk twill from Como were splashed with fun print patchworks of archival Ferrari imagery and magazine covers from the ‘40s to ‘60s, as he observed that “Ferrari is pop” and has an “incredible visual patrimony.”
Ferrari’s fashion collections are going to be on offer mainly online and through the company’s official stores in Maranello, Milan and Rome.