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Italian carmaker Ferrari is entering a new era in its history, and is getting into fashion. It unveiled its first collection on Sunday, designed by Rocco Iannone, a former designer at Armani.
The car manufacturer Ferrari, founded in 1947 by Enzo Ferrari, is preparing to write a new page in its history. On Sunday, June 13, in the town of Maranello where the brand originates, the Italian car manufacturer presented its first fashion collection for men and women.
John Elkann, heir of the Agnelli family and president of the Stellantis group, to which Ferrari belongs, was invited to the fashion show, where the models paraded between the Ferrari car bodies. This first ready-to-wear collection, composed of fluid but structured pieces, was created by Rocco Iannone.
The Italian designer, formerly with Armani, Dolce & Gabbana, and Pal Zileri, had joined Ferrari in 2019 as head of creative development for all men’s and women’s apparel and accessories collections. “The younger generations have the power to express the energy and power of a brand,” he says.
The show was opened by Italian model Mariacarla Boscono, and closed by Natalia Vodianova, wife of the son of French billionaire Bernard Arnault. This first fashion collection of Ferrari has 52 different outfits and the majority of them are unisex.
With this approach carried by Nicola Boari, responsible for the diversification of the brand, Ferrari attracts the interest of a young clientele by proposing bombers, trench coats, and bright parka, respecting however the tones Ferrari red, Scuderia yellow, and electric blue, emblematic of the brand.
According to Nicola Boari, this project to diversify the brand could represent up to 10% of Ferrari‘s net income within ten years. When asked if he doesn’t fear making Ferrari too accessible, he replies, “I rather think the risk is that if we don’t do this, we become irrelevant and not known“.
In line with this collection, the luxury brand has transformed one of its stores, located near the Ferrari headquarters. Thus, the store offers this new collection since Monday, June 14, and the opening of other stores selling Ferrari collections in Rome, Milan, Miami, and Los Angeles is planned for the course of 2021.
“Ferrari is one of the strongest brands in the world and certainly the strongest brand in the luxury industry,” said Massimo Pizzo of Brand Finance, a brand valuation consulting firm.
Ferrari‘s first fashion boutique is a stone’s throw from its Cavallino restaurant, headed by three-Michelin-starred chef Massimo Bottura and scheduled to reopen next week. The restaurant has been decorated with a Formula 1 theme, and the walls are adorned with images of founder Enzo Ferrari and his friends.
“Ferrari wants to champion Italian excellence and the best of our country’s creativity“, John Elkann said in an official statement. “Today’s fashion show in our factory and the openings of the Ferrari store and Cavallino restaurant in Maranello are signs of a strong and optimistic Italy, ready for growth and renewal“.
Read also > FERRARI: FUTURE PROJECTS FOR THE CAR MANUFACTURER
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Italian carmaker Ferrari is entering a new era in its history, and is getting into fashion. It unveiled its first collection on Sunday, designed by Rocco Iannone, a former designer at Armani.
The car manufacturer Ferrari, founded in 1947 by Enzo Ferrari, is preparing to write a new page in its history. On Sunday, June 13, in the town of Maranello where the brand originates, the Italian car manufacturer presented its first fashion collection for men and women.
John Elkann, heir of the Agnelli family and president of the Stellantis group, to which Ferrari belongs, was invited to the fashion show, where the models paraded between the Ferrari car bodies. This first ready-to-wear collection, composed of fluid but structured pieces, was created by Rocco Iannone.
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Italian carmaker Ferrari is entering a new era in its history, and is getting into fashion. It unveiled its first collection on Sunday, designed by Rocco Iannone, a former designer at Armani.
The car manufacturer Ferrari, founded in 1947 by Enzo Ferrari, is preparing to write a new page in its history. On Sunday, June 13, in the town of Maranello where the brand originates, the Italian car manufacturer presented its first fashion collection for men and women.
John Elkann, heir of the Agnelli family and president of the Stellantis group, to which Ferrari belongs, was invited to the fashion show, where the models paraded between the Ferrari car bodies. This first ready-to-wear collection, composed of fluid but structured pieces, was created by Rocco Iannone.
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