Ferrari is replacing the road for the runway with their first-ever fashion show. On Sunday, June 13th in its home base Maranello, Italy the luxury car brand finally showcased their anticipated debut collection. While most car brands don’t typically branch into the fashion industry, Ferrari hopes to reach a bigger audience of customers, interested in both fashion and Ferrari.
In collaboration with Rocco Iannone, the former Designer for Georgio Armani and Creative Director of Pal Zileri, the collection encapsulated an impressive 52 looks for the first collection, the majority of the line enveloped in unisex silhouettes. Iannone drew inspiration from brand itself, dipping in its signature care colors and car designs. With Ferrari being the center of the lineup, the ensembles hit a range of design categories.
The classic appeal of tailored trench coats, structured denim sets, carefully placed neck scarves, and heeled loafers blended with sportswear accents (along the lines of crewneck-short combinations, puffer coats, and visors) and the tweaks of futurism.
Modishly, Iannone blended Ferrari into accessories and graphics such as the work wear clip belts, sets coated in petite car graphics or pieces featuring the brand’s infamous prancing horse logo, and brooding raceway inspired jackets, even integrating fabrics drawn from the mobile’s design. “It’s about moving from a merchandising approach to a design one,” Iannone told the Business of Fashion.
“Our brand is our most precious asset. Fashion is a great way to reach a bigger audience and make the brand relevant to people’s lifestyles. But the quality of the products has to align with our values,” said Nicola Boari, Ferrari’s chief brand diversification officer.
The collection will be available starting Monday, June 14th online and at a flagship boutique in Ferrari’s Maranello Hub.
Click through the gallery to view the Ferrari collection.END
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