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 told 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 led by the fashion brand’s artistic director, Rocco Iannone, who in the past designed for Dolce
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 to show off at Ferrari’s newest fashion exhibition were Georgia May Jagger and Anna Wintour. Ferrari owns several fashion boutiques, from its flagship store in Milan to the American Dream shopping center in New Jersey. They say Ferrari’s fashion division is a way for the younger generation to access the logo, without having 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 lately Ferrari is the only luxury. car manufacturer to create 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, luxury expert and founder of Rand Luxury. He has presented more than 2,500 luxury exhibitions since 1993, from personal aircraft to watches, eco-fashion and jewelry, as well as luxury exhibitions 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 high fashion and quality accessories? »
“Several automakers are getting into design,” Rand said. “Bentley and Aston Martin have their own apartment towers in Miami, so what Ferrari is doing is simply expanding their logo. They generate more profits and expand awareness of their logo, because now other people are not necessarily required to drive a Ferrari , but they can drive a Ferrari.
Rand will be showing Ferrari cars at this weekend’s Hamptons Concours, where more than three hundred Ferraris are parked at the personal estate of Kenneth and Maria Fishel in Bridgehampton. This year’s event, on August 11, benefits Southampton Animal Hospital.
Other automakers might just follow suit and go the fashion route. “Bentley has their furniture line, Bentley Home, but you might see them making suits for men,” Rand said. “Aston Martin, you might see them making some kind of watch with vintage elements, and you might see Lamborghini making 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. [ ] Northern Italy, at the Motor Valley Fest, the industry fair of sports and luxury brands of car and motorcycle factories founded in the Emilia-Romagna Region, on May 27, 2022. While 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. -called Motor Country, which covers around 1,000 square kilometers of premium agricultural land between Bologna and Modena, is home to Lamborghini and Ferrari, Maserati and Ducati, in addition to lesser-known brands. (Photo via MARCO BERTORELLO / AFP) (Photo via MARCO BERTORELLO/AFP (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 resolve 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 clothes are luxurious but cutting-edge, 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 catwalk at the Ferrari RTW Fall 2024 show as part of Milan Ready-to-Wear Fashion Week held at Array. [+] Piazza Vetra on February 24, 2024 in Milan, Italy. (Photo via Giovanni Giannoni/WWD Getty Images)
Thierry Chaunu, a New Yorker expert on luxury brands, says Ferrari’s fashion line will likely thrive with the right formula. “Ferrari has been at the forefront of luxury cars, it stands to reason that they claim dominance in other luxury spaces,” he said.
“As long as they remain avant-garde, true to their enduring 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 facts and tickets to Sunday’s Hamptons Contest event, visit www. randluxury. com.
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