Ferrari has built an iconic name for itself in the automotive world, but now, for the first time, the car manufacturer has turned to the world of fashion to launch its first in-house collection under the brand Ferrari Style.
The concept is to offer fans of the Ferrari brand a touch of “couture” with a contemporary clothing range inspired by some of the iconic motifs and design associated with the brand.
The collection was envisioned by Creative Director and former Armani and Dolce&Gabbana designer Rocco Iannone. Presented through a runway show at the Ferrari plant in Maranello, a catwalk was set up on the assembly line for the “Prancing Horse” V12 sports cars, such as the new 812 Competizione.
Most of the fabrics used were high performance, technical fabrics, reflecting the key values of the brand and motifs such as the Ferrari horse icon were emblazoned across the looks for men and women. Most of the pieces are unisex and will span a wide range of sizes to be fully inclusive.
The launch marks a major step in Ferrari’s new brand strategy which plans to ensure that luxury fashion accounts for around 10 per cent of the company’s profits in the next decade.
Further plans to extend the brand also include a new restaurant in hometown Maranello in northern Italy with Michelin-starred chef Massimo Bottura.
The Ferrari Style collection will be on sale online and through the company’s official stores in Maranello, Milan and Rome, while further store openings are scheduled in Los Angeles and Miami this year and in China in 2022.
