Ferrari (Q3127)
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Italian luxury sports car manufacturer; subsidiary of Ferrari N.V.
- Ferrari N.V.
- Ferrari
| Language | Label | Description | Also known as |
|---|---|---|---|
| English | Ferrari |
Italian luxury sports car manufacturer; subsidiary of Ferrari N.V. |
|
Statements
After several years of experimentation, research, and development by Rocco Iannone, Ferrari’s fashion offshoot is gradually creeping up the luxury grid. It has achieved this by charting its own course instead of attempting to ape those of its more established fashion competitors.In Ferrari’s Milan showroom this week Iannone emphatically agreed that his fix on this brand’s fashion customer has taken a while to come into focus. Following several seasons of apparently producing luxury fashion despite Ferrari’s pre-existing identity, Iannone is now shaping his design because of it. Considering that this identity adds up to an annual revenue of $7 billion-ish, and has won Ferrari its position as Interbrand’s fastest growing company in 2024, that’s some meaningful momentum to exploit.This collection exemplified how the existential questions presented when it first launched in 2021—Who is this for? What does it mean?—have to a large extent been resolved by focusing on Ferrari’s pre-existing clientele. In 2025, Iannone disclosed, his fashion-focused Ferrari garage will concentrate on presenting three phases of this collection around Ferrari events—cavalcades and F1 shindigs—in Monaco, Silverstone, and Austin. There will also be new flagship store openings on Mercer Street in New York and Old Bond Street in London. At a pop-up store event in Las Vegas over three days recently, he added: “we saw crazy numbers, it was really nice.”Like the core Ferrari products, Iannone’s collection is speedy, sexy, punchy, and a little brash. Each phase of this collection broadly reflects the circuit locations where they will be launched. Uptown oversized tailoring in pink or teal taffeta, some cool pleated leather swing skirts, and some technically impressive polo shirts and t-shirts in flocked pique jersey were amongst the Monaco highlights. Iannone transitioned into mod for Silverstone via some handsome checked outerwear, now a top-three selling category for the collection. The other two were represented via knits blended with proprietary Q-Cycle yarn from recycled tyres, and a ballsy leather jumpsuit that Iannone’s moodboard suggested was Bowie inspired by also recalled stand-up era Eddie Murphy. The Austin section included some very racy pieces in corduroy-resembling flocked chiffon that were totally Alexis Colby. The bags, now much less literally car-silhouette related, looked like lustrous luxury Ferrari-merch grails.
There were some interesting Ferrari branded scrunchy driving shoe-ballet flat hybrids and a collection-wide emphasis on glossy nappa driving gloves, which represent the crucial point of intersection between the Ferrari driver and the Ferrari.Currently, Iannone disclosed, around 50% of sales are to owners of Ferrari cars, while the other half is presumably purchased by those who would surely like to have one (or who are regular passengers). He added: “Today everyone can create beautiful collections. But if you don’t create a meaning around the collection and connect with your community to share the sense of that meaning then you can have designed the most beautiful collection ever but it won’t work.” Ferrari doesn’t make mainstream luxury cars, so neither should it make mainstream luxury fashion; and with more of Iannone’s ongoing tinkering and fine-tuning you can see its globally known but highly-specific brand of cachet continuing to accelerate.
13 December 2024
This seventh Ferrari fashion collection signaled a shift in gear from Rocco Iannone. There were fewer pieces that seemed designed solely to make an impact on the runway and more conceived for a real-life end user. That person, as Iannone sees it, is pretty specific. Around the world, there are more than 13,000 men and women who are members of official Ferrari owners’ clubs. Iannone said that he and his team had spent time investigating the wants and needs of these and other Ferrari-philes, and reported that at a Ferrari community gala held during the Miami Grand Prix this year, an exclusive colorway, jewel-covered example of one of his bodywork-shaped clutch bags sold at auction for more than $100,000. He said, “It is very interesting to understand how much they are into craftsmanship. They want a wardrobe that is concrete, wearable, and in which the proportions and volumes are very well defined.”Appropriately, Iannone was in a hurry this morning and couldn’t speak for long. However, the opening and perhaps overlong section of bronze-brown tailoring and racily unfussy dresses and sports separates in leather and silky jersey seemed a reference to the gorgeous and same-color vintage Ferrari parked on the sidewalk outside. The pieces you could see that Miami Ferrari fan club snapping up at a fast and furious pace included the upholstery-soft leather jumpsuits, bikers, and skirts in a lustrous nutty brown, as well as a khaki treated cotton and green fluoro technical fabric. A tight section of breezy foulard outfits crafted in a retro aerodynamic print and a full skirt in the marque’s famous red were accented with some oversized driving goggle sunglasses. The closing trio of looks, cut in a mesh of interlinked embroidered prancing horses, were for the most committed fans of all.
21 September 2024
In a sports car speed is key, but when working on a new project, patience and awareness are essential if one wants to achieve credibility. Today Ferrari showed its first resort collection: it has been three years since the brand began competing in the luxury clothing space. “I am very proud of our work” said creative director Rocco Iannone. “Creating fashion means engaging with a complex industrial system, and you cannot expect to integrate it into a reality like Ferrari’s overnight: it requires time, expertise, seriousness, respect and lessons learned. This collection is not a show in the broadest sense of the term, but the synthesis of a dialogue with our customers over seven seasons.”It was a wide collection that will reach boutiques in three different drops throughout the year, and it encapsulated the investments in innovation and research behind it. The design of a futuristic present begins with the study of materials: from the recovery of disused tires came Q-Cycle™, a responsible yarn transformed into a woven nylon twill as well as couture-inspired knitwear, conceived as a see-through crochet. Iannone’s first resort collection embodied the wardrobe of those who enjoy Ferrari as a lifestyle. The color palette expanded, moving away from Rosso Corsa to include ecru and white, navy or Klein blue, sage or fir green, as well as black.There were ballerinas and sneakers designed as driving shoes for urban settings, leather used in joggers or blazers as an ultra-soft fabric, bolts embedded in canvas bags, the livery used to customize collector’s cars applied to tailored garments, the 7x7 check pattern, the eroticism of anatomical studies, and the gear of a hybrid engine transformed into jewelry reflecting Art Deco style codes. The connections between fashion and the automotive world were reflected in meticulous attention to detail resulting in a solid, industrialized creative project.
17 June 2024
Ferrari’s prancing horse is to automotive luxury what the Hermès horse and carriage is to fashion luxury: the thoroughbred of thoroughbreds. Under Rocco Iannone, Maranello’s apogee brand this morning continued in its experimental mission to leap across from one category to master the other. In order to relate his house’s home circuit to this fresh territory, he framed this collection as an exercise in dreamy bodywork, and then set out to shape it.The opening looks in rosso corsa were molded around their runway drivers in stiffened knitwear and gloss-coated denims: the full silhouette was as arresting as the roar of a V12. Silks and shearlings, including a raw-hemmed fringed skirt, dominated the looks as Iannone transitioned into an all-black section. Then came a surprising turn into quieter luxury. A section of full-shouldered, cinched waist suiting in dark gray wool-cashmere (lined with red silk) for men and women departed from the established norms of this collection and suggested an acceleration into business wear. This was an initiative you could envisage many thrill-seeking captains of industry getting into.Chrome-toned and then gold-toned suiting, dresses, and coats in opaquely shiny treated velvets followed. The golds were especially hard not to watch, as were the red-tinted treated organza looks near the end. Footwear included stylized driving shoes, high-shine pumps, and chisel-toe boots. Shearling racing gloves and fan-belt jewelry added extra zoom to the established va-va-voom. Iannone said that a distinct customer base is coalescing around Ferrari’s ongoing R&D push into fashion: make it and they will come.
24 February 2024
The upcoming Michael Mann movieFerrari, starring San Diego–born Adam Driver as Modena’s greatest son, Enzo Ferrari, will doubtless be gripping stuff: It has also raised some fascinating questions about double standards when it comes to who should or should not stay in their cultural lane. As the great Italian actor Pierfrancesco Favino (check outNostalgia) recently observed of Driver’s perfectly named casting: “There’s an issue of cultural appropriation…the parts are given to foreign actors who are distant from the story’s real protagonists, starting with the exotic accents.” As with everything else this Milan Fashion Week, there is also a Gucci angle to this debate.Two years into Ferrari’s clothing project, the question remains: Why is Italy’s greatest automotive marque trying to act like a fashion house? Creating a collection that encapsulates the answer is the knotty brief faced by Rocco Iannone, who this morning continued his work to find it. In part, a drastic reduction of logos (although the house horse pranced in metal on several workwear pieces and the house-name-adorned underwear) suggested Iannone is trying to soften the line of questioning.The most exhilarating and transportive moment of this show, however, came when Iannone stopped idling through a stop-and-start series of perfectly pleasant themes—white leather, ribbed knits, perforated leather, rusty metallics, and more—and just throttled it. Delivering his carefully ergonomic shapes in Rosso Corsa leather created an immediate connection between the core iconography of the automotive brand and its clothes, while retaining an identity for the collection that was more than merch. As Iannone astutely pointed out in a prechat, “power and eroticism” are the gasoline of Ferrari’s legend. Today’s burst of pace at the finish line delivered a blast of both.
23 September 2023
After four seasons competing on the highly challenging fashion circuit, Rocco Iannone is finding his stride under the bonnet of a tricky and perplexing brief: to translate Ferrari’s pre-eminence on the autostrada to some kind of status on the runway. By considering key car making criteria—aerodynamics, movement, and progress—yet being (on the whole) less literally in thrall to the petrolhead codes of the Prancing Horse, this season’s collection represented a tangible shift up a gear.It took confidence not to race out of the grid, instead hitting the first few laps in muted dark tones of modernized tailoring and workwear with oversized seam detailing. Next Iannone gently accelerated into looks decorated with the fringed Ferrari lettering. Some strong washed denim followed—“I’d wear that jean all day long” said my benchmate declaratively—notable for its carefully oversize cut and leather detailing. Then it was back to the Ferrari-name decoration, this time in 15-color yarn intarsias sometimes blurred with the motion of more fringing. Then we entered a padding chicane that was there to reference the famous driver jumpsuits but which also—in the protective-looking vests—echoed kenjutsu-wear. The super rounded pants worn afterwards seemed to reference those famous images of David Bowie in Kansai Yamamoto.Other enjoyable touches included how looks 30 and 31 presented color-flipped equivalent outfits on male and female models, or how looks seven and nine presented a pretty straightforward equivalent of each other’s biker fronted charcoal jumpsuits: neither one gender nor the other was in the driving seat of this collection. This was emphasized by the cross-gender portage of handbags and folios to which were attached aerodynamically shaped pods of hardware. The sneakers at the end delivered visually tangible bounces of suspension with every step. “It is very important to insert into the narrative Ferrari elements that are new and unexpected,” said Iannone. Given Ferrari’s huge global audience—probably far larger than almost any fashion house—choosing a more DTC presentation route might well bring speedier results in driving sales of this collection. Yet the marque seems determined to take fashion’s high road.
25 February 2023
Lap three of Ferrari’s bid to become a champion constructor on the fashion circuit was held in Milan’s magnificent, just-refurbished Teatro Lirico. The relative intimacy of the venue represented an immediate upgrade from last season’s bombastic overcapacity. This intimacy also meant that at the very front of the stalls, before the show began, there was a traffic jam of idling figures drawn from Europe’s industrial elite. As well as the firm’s CEO, Benedetto Vigna, wearing a snazzy car-print foulard shirt, there was its president, John Elkann, whose family group, Exor, controls Ferrari, Juventus, andThe Economist among other enterprises. Just down from him was Ferrari board member and LVMH’s prize leading light, Delphine Arnault. Gildo Zegna was there too, representing his booming firm’s wares in a handsome trademark Alessandro Sartori–designed cashmere shacket.Despite these high-stakes eyeballs, the collection’s design pilot, Rocco Iannone, was cucumber-cool as he waited on the backstage grid pre-show. He explained that following two seasons of digging under the hood of Ferrari’s engineering and aesthetic codes—drawing his inspiration from the cars—he’d decided this season to also consider the wider lifestyle environment and the dream these famous vehicles evoke. His mood board featured Kate Bush alongside a yellow 308 GTS; Nastassja Kinski and Monica Vitti both by a 250 GT; Cozy Powell and his 308 GT4; Mick Jagger with a 288 GTO;Miami Vice’s Sonny Crockett and Rico Tubbs with a Testarossa; and many other Ferrari-adjacent celebrities. Said Iannone: “For me the collection is an expression of this kind of lifestyle. We focus on treatments, materials, product—but also something that can reflect a contemporary world in which everything is mixed and that represents the spirit of our time.”To set the tone for that spirit, the show was preceded by an amuse-bouche mini movie featuring Taylor Hill and Alton Mason wearing the collection against some dramatic backdrops to the (adapted) narration of Walt Whitman’s “Carpe Diem.”The green flag that signaled the start of this fresh season of formula fashion was a quartet of fine looks in olive green cotton: The second workwear-inspired menswear look was particularly exhilarating. A jumpsuit, skirt, and casual menswear pieces in silk organza Giallo Modena house yellow were worn against the first glimpse of a distorted palm print that ran through the collection.
This had been developed from a photograph shot by Iannone in Los Angeles, a city whose brightness and aspiration was another inspirational pillar this season. Ozone-printed denim in yellow and green or indigo and bleach-white blotches, no two pieces alike due to the water-saving manufacturing process, were contrasted with further iterations of this print in various colorways on silk shirting and knit jacquard pieces.There were a couple of jumpsuits borrowed directly from Ferrari’s Formula 1 pit lane: These will not be for sale but added extra mood. They were also reflected in a red leather jumpsuit for women and a brown one for men, two pieces that—like everything else leathery on show here—were crafted from by-product material gathered from the food industry.As dusk fell, the lights came on: Eveningwear was marked by the use of embroidered hardware, nuts, bolts, and washers sourced directly from Ferrari’s construction lines, which were sprinkled with reflective crystals. These glinted against paillette shirting and yellow-to-silver ombré sequined skirts and dresses. Prancing horse pendants and Ferrari-red spiral earrings added more chrome-bright shine.
25 September 2022
On a runway wide enough for a parade of its iconic automobiles, Rocco Iannone sent out his second collection for Ferrari today. The first, last June, took place at the company’s Maranello headquarters and included a tour of the assembly line.Like the debut outing, this one used the brand’s IP as a starting point. Fabrics employed in its car interiors were adapted to suiting and the uniforms of its pilots (Ferrari-speak for drivers) and pit crews were modified for a fashion client, including jackets with protective armor on the shoulders and slick leather or silk racing overalls. The new element, so to speak, was the computer under the hood. “The first chapter was very focused on the physical components of our cars,” Iannone said. “Now it was more interesting to be focused on the technological aspect and the software.” The colorful circuitry prints and jacquards, for instance, were inspired by the tests Ferrari conducts to determine the atmosphere’s impact on vehicles.As thoughtful as Iannone is about the connections he’s making, they were mostly lost on the crowd in the cavernous, darkly lit show space on a runway that seemed to go on for kilometers. It makes sense that Ferrari’s ambitions are super-sized—it’s a world-renowned operation, after all. An hour later, on via Monte Napoleone, a parked Ferrari attracted a crowd of excited fans taking pictures and videos. This is a brand with an excess of cultural capital, but translating that into a high-fashion offering is still a work in progress.What if, instead, Ferrari started small and adapted some of its world-class automotive technology to clothes? A jacket with its own heating and cooling unit. Shoes with shock absorbers instead of spindly heels. Bags made from carbon fiber to lighten our daily loads. Fashion feels like it’s on the precipice of a tech breakthrough. Maybe Ferrari is the brand to take us there?
27 February 2022
Ferrari is famous for competing on the Formula One circuit: Since 1952 the Italian motorsports thoroughbred has won 16 Constructor’s Championships and 15 Driver’s Championships, and seen its gorgeous, throbbing Rosso Corsa-clad cars start in pole position (a.k.a. first in line) a mighty 251 times. Tonight, though, Ferrari stepped up a gear to make its debut on a circuit so fast-moving and cutthroat it makes F1 look restrained: the fashion circuit.Designed by Rocco Iannone—who cut his teeth at Dolce & Gabbana, Giorgio Armani, and latterly Pal Zileri—this first Ferrari fashion collection comprised 52 looks, of which 80% were unisex. It was shown in Ferrari’s home town of Maranello, Italy, on the assembly line where its automotive artisans are usually employed to hook up mighty V12 engines to hand-sculpted 812 GTS.Opened by Mariacarla Boscono and closed by Natalia Vodianova, the collection was watched by design luminaries Jony Ive and Marc Newson, as well as John Elkann, grandson of Gianni Agnelli and the man currently behind the wheel of Ferrari (plus a gazillion other interests held by Exor conglomerate). Iannone integrated fabrics (such as carbon fiber) and silhouettes inspired by the anatomy of Ferrari’s automotive catalogue while adding house iconography drawn from its archives but recontextualized to rest next to bodies rather than bodywork. Partners including Puma and Ray-Ban provided sneakers and sunglasses that featured recognizable Ferrari motifs without being too pit-lane loud, although there was plenty of overtly Ferrarified sports-sock sporting, and an interesting adaptation of the marque’s Prancing Horse logo into crystal-etched jewelry.The collection was indisputably thought through, intricate, and embedded with the heritage of this motor house. Plus it was for sure more evolved than the badge-heavy petrolhead merch long produced here—and at pretty much every prestigious car marque—to attract those who relate to the brand but cannot afford the $200,000-ish (in Ferrari’s case) it takes to buy an entry-level model. But all of this Prancing Horse–themed pomp and fashion ceremony did beg one big question: why? After all, last year Ferrari made a profit of 534 million euros on revenues of 3.46 billion euros—pretty sweet numbers—and was also named the world’s strongest brand by Brand Finance for the second time.
So why venture out of its lane to deliver this fashion diversion?The answer seemed to lie in a comment by Iannone, who spoke pre-show of wishing “to enlarge our fan base, including young generations and women especially—although women have always been part of our fan base but it has never been well told.”Furthermore, as this collection was launched, Ferrari simultaneously debuted a serene, terra-cotta-clad retail concept overseen by Simon Mitchell of London’s Sybarite, and reopened Cavallino, the Maranello restaurant that was originally Ferrari’s staff canteen, under the directorship of Modena-based superchef Massimo Bottura and the Paris-based architect India Mahdavi. As Ferrari’s chief brand diversification officer Nicola Boari said, the aim is “to build a bridge to a wider audience.”Even on its home turf, Ferrari is embracing change: It will launch an SUV this year, before debuting its first all-electric vehicle in 2025. Fashion-wise, Iannone’s decision to size his collection from XXXS to XXXL was another indication that Ferrari is attempting to alter the aerodynamics of its perception in order to broaden its appeal and adapt to changing, 21st-century tastes.
13 June 2021
Ferrari is famous for competing on the Formula One circuit: Since 1952 the Italian motorsports thoroughbred has won 16 Constructor’s Championships and 15 Driver’s Championships, and seen its gorgeous, throbbing Rosso Corsa-clad cars start in pole position (a.k.a. first in line) a mighty 251 times. Tonight, though, Ferrari stepped up a gear to make its debut on a circuit so fast-moving and cutthroat it makes F1 look restrained: the fashion circuit.Designed by Rocco Iannone—who cut his teeth at Dolce & Gabbana, Giorgio Armani, and latterly Pal Zileri—this first Ferrari fashion collection comprised 52 looks, of which 80% were unisex. It was shown in Ferrari’s home town of Maranello, Italy, on the assembly line where its automotive artisans are usually employed to hook up mighty V12 engines to hand-sculpted 812 GTS.Opened by Mariacarla Boscono and closed by Natalia Vodianova, the collection was watched by design luminaries Jony Ive and Marc Newson, as well as John Elkann, grandson of Gianni Agnelli and the man currently behind the wheel of Ferrari (plus a gazillion other interests held by Exor conglomerate). Iannone integrated fabrics (such as carbon fiber) and silhouettes inspired by the anatomy of Ferrari’s automotive catalogue while adding house iconography drawn from its archives but recontextualized to rest next to bodies rather than bodywork. Partners including Puma and Ray-Ban provided sneakers and sunglasses that featured recognizable Ferrari motifs without being too pit-lane loud, although there was plenty of overtly Ferrarified sports-sock sporting, and an interesting adaptation of the marque’s Prancing Horse logo into crystal-etched jewelry.The collection was indisputably thought through, intricate, and embedded with the heritage of this motor house. Plus it was for sure more evolved than the badge-heavy petrolhead merch long produced here—and at pretty much every prestigious car marque—to attract those who relate to the brand but cannot afford the $200,000-ish (in Ferrari’s case) it takes to buy an entry-level model. But all of this Prancing Horse–themed pomp and fashion ceremony did beg one big question: why? After all, last year Ferrari made a profit of 534 million euros on revenues of 3.46 billion euros—pretty sweet numbers—and was also named the world’s strongest brand by Brand Finance for the second time.
So why venture out of its lane to deliver this fashion diversion?The answer seemed to lie in a comment by Iannone, who spoke pre-show of wishing “to enlarge our fan base, including young generations and women especially—although women have always been part of our fan base but it has never been well told.”Furthermore, as this collection was launched, Ferrari simultaneously debuted a serene, terra-cotta-clad retail concept overseen by Simon Mitchell of London’s Sybarite, and reopened Cavallino, the Maranello restaurant that was originally Ferrari’s staff canteen, under the directorship of Modena-based superchef Massimo Bottura and the Paris-based architect India Mahdavi. As Ferrari’s chief brand diversification officer Nicola Boari said, the aim is “to build a bridge to a wider audience.”Even on its home turf, Ferrari is embracing change: It will launch an SUV this year, before debuting its first all-electric vehicle in 2025. Fashion-wise, Iannone’s decision to size his collection from XXXS to XXXL was another indication that Ferrari is attempting to alter the aerodynamics of its perception in order to broaden its appeal and adapt to changing, 21st-century tastes.
13 June 2021