Ferrari is a brand built from a dream. Enzo Ferrari created a globally recognised brand that is synonymous with both luxury and innovation. This legacy has been continued by Creative Director Rocco Iannone through the classic beauty found at the core of its Spring/Summer 2023 Campaign.
The campaign was shot against Ferrari’s universally recognisable red background, a rich and vibrant backdrop for the contrasting olive greens and blacks that are prominent in the collection. However, the classic iconography goes not end there, as the camera moves as smoothly as a Ferrari would drive, we get a glimpse at the famous Prancing Horse that has come to represent the brand more than anything else. The deep red and Prancing Horse serve to prove that Enzo Ferrari’s dream has been achieved, the dream of permanence. These motifs are instantly recognisable as Ferrari’s, highlighting its everlasting cultural impact.
Not only has a dream been realised through the release of this campaign, but the dream that started this journey is at the core of the collection. From the nuts and bolts that have been embroidered over jackets to the workwear influences across the collection, the blurred boundaries between the luxury associated with the brand now and its mechanical origins work to highlight the various stages of Ferrari’s dream.
It is not only the lines between luxury and utility that have been blurred in this collection, the traditional notions of masculinity and femininity have also been played with. These binaries are not far removed from one another as the elegance of luxury exudes a traditionally feminine feel to the Menswear collection, whereas the utilitarian and workwear aspects of the Womenswear injects a feeling of masculinity to the looks. This blurring of traditional gender-distinctions comes to light most prominently in the Ferrari Suit where the iconic overalls have been converted into a dress, perfectly balancing the push and pull of masculinity and femininity.
The collection celebrates craft, something that is close to Ferrari’s heart. The intricate detail in the embroidery, precise darting, every cut and fold accentuates the pride that goes into the act of creating. The made-to-order garments place the process at its centre, with each item telling the story of its creation with every crease, curve or thread.
Ferrari, the epitome of timelessness. Their cars get more celebrated with age, their history learnt by fans new and old; and so, it makes sense that their clothing be timeless too.
Video Credits: Francesco Roversi
Words by Amelia Gregory
Header Image: Ferrari
