In news we didn’t see coming, but probably should have, Ferrari has debuted their first-ever runway collection. Held at the Italian marque’s factory in Maranello, Italy, Ferrari traded cars for couture, transforming their factory floor into a runway. Models replaced automotive parts on the assembly line, showcasing 52 co-ed looks.
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The brainchild of Rocco Iannone, brand diversification creative director at Ferrari, the collection spanned everything from ready-to-wear to accessories. With a history as a designer at Giorgio Armani and creative director at Pal Zileri, Iannone’s work has typically skewed towards the tailoring side of things. However, the Ferrari runway collection took the hypebeast route, embracing brandname-emblazoned accessories, silky printed two-piece sets laden with car motifs, scarves and (very Off-White-esque) industrial belts bearing the ‘Ferrari’ name, oversized nylon jackets in contrasting colours, and skirts and jacquard shorts splattered with the Prancing Horse symbol. Pieces bearing the Ferrari name were in no shortage, with Iannone opting for bold, oversized branding across the collection.
“We have tried to transport the anatomical elements of cars into fashion to dictate a visual language, of lines and technique, which passes from the assembly workshops to the catwalk,” said Iannone of the offering. “We tried to inject a couture spirit into a young and contemporary collection.”
Which is all well and good. However the appearance of a Ferrari runway collection naturally begs the question of… Why? Well, according to Iannone, it’s a bid to extend the Italian marque’s offerings beyond the automotive world, while simultaneously expanding their fanbase to include “young generations and women especially — although women have always been part of our fan base but it has never been well told.”
“Our brand is our most precious asset,” added Nicola Boari, chief brand diversification officer at Ferrari. “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.”
To be fair, utilising Ferrari’s instantly recognisable branding and well-respected name could be a savvy way to target the younger market; particularly those who may not have half a million to spare for a Spider but can part with a few grand for a jacket. Whether the younger demographic spans up the bait is to be seen.
The Ferrari fashion collection is available via the Ferrari webstore.
Words by T. Angel
