Ferrari makes an entrance into fashion with their first collection
CHANGING directions and switching to a new gear, Ferrari is going full speed ahead into the fashion sphere. The Italian luxury motorsports manufacturer synonymous with their fast cars, domination in the Formula 1 and all-round symbol of wealth are taking brand extensions to a new level.
Taking the core ingredients to making one of their cars and translating it into fashion, sees aesthetics, innovation and craftsmanship all at the forefront to this new move.
Based in Maranello, Italy, the location of where their cars are produced is where Ferrari decided on showcasing this nearly-completely unisex collection. With cars having no sex, the question posed was, why should clothes? With fluidity, silhouette and design all at the forefront to designer Rocco Iannone’s approach to this mammoth task, the fellow Italian who has Dolce & Gabbana, Giorgio Armani and Pal Zileri on his CV, has created a collection set to create seismic waves in the industry.
This collection should not be mistaken for some form of merchandise that others in the trade, as well as, Ferrari have utilised in the past. This is high fashion through and through. With the price of a Ferrari car out of reach for most, this collection brings the yellow badge of honour a lot closer – the black stallion may not be on the front of your car, but it is embroidered onto your new jacket. Close enough!
Bold, contemporary and tapping into the trend of logomania, Ferrari are ready, set, go for their clothes to be worn further than the cockpit of a Sunday afternoon race. Clearly aimed at a younger audience, the sportswear looks were bold and created a nice link between this new path and their already established one but with moments of femininity weaving their way in with silks and flowy pieces, the stereotypical nature of fast cars is finally giving women their moment.
This show was proof that Ferrari’s ability to not only change gears but use them to change the speed and direction of where they are heading sees them now at the forefront of all luxury car makers, and it looks like they are not planning on slowing down anytime soon.