Gone are the days of caps, polo shirts and other humble merchandising items, Scuderia Ferrari has presented its first luxury RTW collection to the world.
In a spectacular fashion show held at the assembly line of the Ferrari factory in Maranello (Modena), designer Rocco Iannone presented a collection designed to seduce a young, contemporary luxury-loving public. Fifty-two logo-covered looks and one purpose: to update the brand’s visual codes in a commercial and easy-to-digest way. Footwear and accessories are by Puma and Ray-Ban.
According to Luke Leitch’s review for Vogue Runway, the aim of Iannone, a designer trained in the ranks of Dolce & Gabbana and Giorgio Armani, is to “broaden the brand’s fan base, including the younger generation and women”.
This new Ferrari adventure is part of an ambitious expansion policy to reach new markets and consumers. Another example of this is Cavallino, once the staff canteen at the Maranello factory and now a fashionable restaurant run by chef Massimo Bottura. As Nicola Boari, Ferrari’s head of brand diversification, said, “the purpose is to build a bridge to a wider audience”, a common approach among the big fashion houses.
It’s the first time Ferrari and F1 have inspired fashion. Iannone’s first collection for Ferrari offers interesting parallels and contrasts with Ralph Lauren FW 2017, which was presented in the Bedford Mills (NY) garage that houses the American designer’s breath-taking car collection. Whereas Ralph Lauren created then a “sporty” collection while remaning faithful to his principles of classic glamour, Rocco Iannone has put Generation Z and its values in his sights: unisex garments and an inclusive size range (from XXXS to XXXL). However, the leitmotifs of any motor-inspired collection seem to be the same: simple but powerful colour palettes, metallic finishes, innovative fabrics and technical inspiration.
Find out more:
- Show review written by Luke Leitch for Vogue Runway including all the looks presented
- Video of the show, a spectacular installation in the assembly line of the Maranello factory, which is sure to delight any lover of the legendary scuderia.
- Cavallino, the gastronomic venture of Ferrari and Massimo Bottura