Ferrari, known for its luxury sports cars, has entered the fashion sphere, unveiling its first-ever runway collection.
In its hometown of Maranello, Italy, the brand has swapped tires for tailoring, showcasing the collection on an assembly line that would typically hold a slew of car parts and automotive employees. The collection was designed by creative director Rocco Iannone, who previously spent time at Dolce & Gabbana, Giorgio Armani and most recently, Pal Zileri. Comprised of predominately unisex silhouettes, the debut collection features 52 diverse and introspective looks. Logically, Iannone was inspired by the car brand itself, utilizing a number of signature colors such as red, yellow and black in addition to blending carbon fiber into some of the collection’s design elements.
In line with their racing legacy, the brand produced a collection that blends sport and design elements while still remaining feverishly Ferrari. The collection featured an array of structured denim sets, classic trench coats, printed two piece sets with car and other formula one motifs, dresses with a soft monogrammed Ferrari logo and oversized racing-inspired jackets with contrasting colors. Iannone also wove in the Ferrari name across accessories like scarves, socks and belts. To compliment the looks, partners Ray-Ban and Puma provided sunglasses and sneakers.
The collection is in line with the brand’s efforts to expand its offerings beyond its coveted sports cars. Iannone also said he hopes to enlarge the brand’s fanbase “including 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,” said Nicola Boari, Ferrari’s chief brand diversification officer. “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.”
In other Ferrari news, check out this rare 2000 Ferrari 550 GT1 racecar that’s up for sale.