Luxury sport car houses aren’t typically seen on the runway. Ferrari stands for ultimate luxury, modernity and sensuality within their car designs, and these principles are beautifully incorporated in their 52 looks collection. Looking ahead at the brand diversification of the company, it seems like a strategic move to step into the fashion scene, especially when opening the show with some of the biggest names in fashion: Mica Aragñaraz, Mariacarla Boscono and Natalia Vodianova, just to name a few.
With this unexpected, seasonless collection, composed by 80% unisex and clothing that is purposefully designed to be fluid, the designers of the house are truly making a grand entrance in the industry. Opening new, unexpected frontiers, the brand stands behind its original values: striving for excellence.
Under the lead of Rocco Iannone, who had previously worked at Giorgio Armani, Dolce & Gabbana and Pal Zileri, the new creative director will be in charge of expanding the dynamic force of the house to the next level.
With pieces that range from two-pieces with car motifs to racing-inspired outerwear, and not only one but two brand partnerships with both Ray-ban – for their eyewear – and Puma – for their footwear – Iannone, the designer behind the collection, did a marvelous job at creating a dialogue between fashion and cars, one that follows the quintessential principles of design, and translated into the highest craftmanship we would expect when associated with such a prestigious brand.
The designs are functional, yet chic. It is infused with utilitarian and maximalist accents, both very trendy and on vogue. The palette used in the collection resembles the colours of their cars: rich, vibrant yellows, reds and blues, but also black, grey and white, adding a sophisticated, neutral touch to this extravagant combination.
Whilst this is only the start of this new legacy, the brand is surely unlocking new horizons for the company, and allowing a new, younger audience to reach and identify themselves within the bold Ferrari lifestyle. To celebrate its debut and extension to the Italian powerhouse, Ferrari took a palatial property in Maranello, known as the hometown of the brand, and included a truly spectacular ultra-tech factory, flashy automobiles and giving birth to a new high-design concept flagship store.
Words By Tommaso Donati
