On Sunday, June 13, Ferrari unveiled its first ever fashion collection — and runway show — modeled after its signature sleek automobile and bold red and yellow colorways. Under the creative direction Rocco Iannone, the Italian luxury carmaker steers its Formula One circuit street car brand towards an entirely novel audience: the youth.
At the manufacturing headquarters, models strut down the assembly line set design in multi-functional, ready-to-wear garments from overcoats and carbon fiber-esque parkas to belted trench coats and anoraks — all splashed with the primary trio and outlined with sophisticated stripes. Streetwear emblazoned with the Prancing Horse emblem, reflective accents on the bottoms and the contrast between hyper-structure and loose fitting pieces all speak to the youthful flair of the lineup. The collection is primarily marked by its fluidity as the designs can be worn by either gender and a variety of body types as the sizes range from XXXS to XXXL. Gone with the wind are also the time constraints of season releases as the later releases will drop throughout the year until June 2022.
“The young generations have the power to express the energy and the power of a brand,” Iannone said in a statement via WWD. The 35-year-old designer draws his expertise from his previous work experience with Pal Zileri, Giorgio Armani, and Dolce & Gabbana. Ferrari also opened its flagship store where capsule collection is available beginning today and its new Cavallino trattoria restaurant in the front of its headquarters. New stores are reportedly planned to open this year in Milan, Rome, Los Angeles and Miami. “Ferrari wants to champion Italian excellence and the best of our country’s creativity,’’ Ferrari chairman John Elkann also said in a statement. “Today’s fashion show in our factory and the openings of the Ferrari store and the Cavallino restaurant in Maranello are signs of a strong and optimistic Italy, ready for growth and renewal.”
