Ferrari is having a moment. The luxury sports car maker has noticed a pop culture revival recently, thanks to last year’s film, Ferrari, which tells the story of the logo’s founder, Enzo Ferrari. The logo also recently celebrated its 75th anniversary with several photography books, not forgetting its debut at Milan Fashion Week with its first fashion line.
Ferrari’s first ready-to-wear collection with Ferrari Style, as it is known on Instagram, is directed by the fashion brand’s artistic director Rocco Iannone, who in the past has designed for Dolce & Gabbana, Giorgio Armani and Pal Zileri. Ferrari’s fashion collections are avant-garde for an automaker.
With the brand’s logo decorating parkas, jackets and baggy trousers in red ‘Rosso Corsa’, the collection is aimed at young people. The materials come with reflective strips and rubber, honoring the brand’s automotive history. More than one part of the collection is asexual. As Iannone told the Associated Press: “Younger generations have the strength to make explicit the strength and strength of a brand. »
Among the VIPs who came out to show off for Ferrari’s latest fashion show were Georgia May Jagger and Anna Wintour. Ferrari has several fashion boutiques, from its flagship store in Milan to the American Dream mall in New Jersey. Experts say Ferrari’s fashion division is a way for younger generations to access the logo, without needing to buy a car. It’s also a way to nurture the next generation of car enthusiasts. Bugatti and Porsche have created smaller capsule collections, but Ferrari is lately the only luxury car manufacturer to have created a luxury fashion logo.
“I think expanding its presence in luxury fashion is a smart way for Ferrari to generate more revenue,” said Bradford Rand, a luxury expert and founder of Rand Luxury. It has presented more than 2,500 luxury exhibits since 1993, from personal jets to watches, eco-fashion and jewelry, as well as luxury exhibits at the Tribeca Film Festival and the Sundance Film Festival. “Here you have a historic logo that is the most recognizable sports car logo in the world, so why produce a line of quality couture and accessories? »
“A number of automakers are getting involved in the design,” Rand said. “Bentley and Aston Martin have their own apartment towers in Miami, so what Ferrari is doing is just expanding their logo. They are generating more profits and expanding the awareness of their logo, because now other people are necessarily forced to drive a Ferrari, but they can do it. Driving a Ferrari.
Rand will appear with Ferrari cars at the Hamptons Concours this weekend, where more than three hundred Ferraris are parked at Kenneth and Maria Fishel’s personal estate in Bridgehampton. This year’s occasion, on August 11, benefits Southampton Animal Hospital.
Other automakers might just follow suit and go the fashion route. “Bentley has their line of furniture, Bentley Home, but you might see them making suits for men,” Rand said. “Aston Martin, you might see them making a kind of watch with old elements, and you might see Lamborghini doing crazy suits because they’re more of a loud luxury brand. So I think others will follow this example and I know Ferrari took it very seriously. »
The logo of the Italian luxury sports car manufacturer Ferrari is depicted on a car in Modena, Array. . [ ] In northern Italy, the Motor Valley Fest, the industry fair for sports and luxury car brands and motorcycles founded in the Emilia-Romagna region, May 27, 2022. If Tuscany has Chianti, the Italian region of Emilia-Romagna has the “Motor Valley”, a region that is home to one of the largest concentrations of luxury sports cars and motorcycles in the world. The so-called Motor Country, which covers around 1,000 square kilometres of premium agricultural land between Bologna and Modena, is home to Lamborghini and Ferrari, Maserati and Ducati, as well as lesser-known brands. (Photo via MARCO BERTORELLO/AFP) (Photo via MARCO BERTORELLO/AFP via Getty Images)
The Ferrari fashion line, introduced in 2021, has evolved over recent years. Its new Resort 2025 collection (the brand’s first Resort collection) is full of architectural styles. The new collection uses sustainable materials, such as Q-Cycle yarn, made from recycled tires. It is used in nylon twill and crochet fabrics. The collection includes bright blue jackets reminiscent of racing drivers’ uniforms, dresses sublime with zippers and informal elements, and spectacular Italian cuts.
The Ferrari GT bag is a standout model that is available in a wide variety of styles, colors, and sizes. Ferrari also offers a line of modern sunglasses as well as jewelry, from the Prancing Horse necklace to leather bracelets and gold earrings. Ferrari belts look like car seat belts. All of this certainly appeals to the younger generation.
VENICE, ITALY – AUGUST 31: Patrick Dempsey, Michael Mann and Adam Driver attend a red carpet for theArray. . [ ] film “Ferrari” at the Venice International Film Festival on August 31, 2023 in Venice, Italy. (Photo via Vittorio Zunino Celotto/Getty Images)
“This decision to make it more than just a car logo is attracting younger buyers,” said Steven Morea, regional director of the Ferrari Club of America’s Empire State Region.
“The garments are luxurious, yet avant-garde, and while Ferrari has attracted younger owners, there are more young buyers thanks to the technology’s successful founders. “
Morea remembers going years ago to Ferrari’s flagship store in Milan, which was filled with hats, shoes, shoes and T-shirts. “Now, that goes much further. These are luxury suits, women’s clothing, bags, and many luxury pieces. which seem much more exclusive.
Model on the runway at the Ferrari RTW Fall 2024 exhibition as part of Milan Ready-to-Wear Fashion Week held in Array. [ ] Piazza Vetra on February 24, 2024 in Milan, Italy. (Photo via Giovanni Giannoni/WWD Getty Images)
Thierry Chaunu, a New York-based luxury brand expert, says the Ferrari fashion line will likely thrive with the right formula. “Ferrari has been at the forefront of luxury cars, it is logical that they claim their dominance over other luxury spaces,” he said.
“As long as they remain avant-garde, true to their timeless design and overcoming design barriers, they will be applicable to the next generation. “
MARANELLO, ITALY – JUNE 13: Mariacarla Boscono walks the runway at the fashion debut of the first. . . [ ] Ferrari Combo Collection at Ferrari Factory on June 13, 2021 in Maranello, Italy. (Photo via Vittorio Zunino Celotto/Getty Images)
For more information and tickets to Sunday’s Hamptons Contest event, visit www. randluxury. com.
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