The flashy signature colors of the Italian brand Ferrari startled the fashion show on the company’s factory floor, an innovative design of the French architect Jean Nouvel. The parade of the models took off with unique designs of jackets, trousers, and belts by Rocco Iannone.
Last weekend paved the way for the fashion designers as the famous automaker thrilled the audience with clothes that referred to the vintage car designs of the brand. The guests were seated in the factory, where usually the sports cars get assembled.
The fashion genre of the brand shows a determined and ambitious attempt that creates an avenue for the automotive company to transform into luxury clothing, making it an icon of Italian aesthetics. The new diverse arm of the carmaker is a promising start-up. The journey into the new clothing line bestowed a few partnerships; one of them is the license with Ray-Ban for sunglasses.
The company endorsed numerous merchandise in the past under its brand name. Now it welcomed Rocco Iannone, formerly of Armani and Pal Zilieri, as a creative director who will bring forth its in-house designs. In addition, the company will stop half of the licensing agreement and only continue binding contracts like Ray-Ban for sunglasses, Richard Mille for watches, and Puma for sneakers.
Ferrari’s parent company, Exor, has been a keen investor in luxury fashion brands like Shang Xia and Christian Louboutin. With the new clothing line by the car manufacturer, Exor pioneers in the luxury group competing with fashion brands like LVMH and Kering. The Kering Group stood at a revenue of 13.1 billion Euros as of 2020. LVMH, a leader in luxury products, has 75 prestigious brands and more than 5000 retail stores worldwide it made 44.7 billion Euros revenue in 2020. The Maranello-based car company reached nearly 3.46 billion Euros in net revenue in the 2020 fiscal year.
The consumer fascination towards the brand instilled confidence in the makers to offer clothing with the Ferrari’s prancing horse. So the company starts diversifying products to tap the audience who would like to associate with the brand other than cars.
The luxury car company also got into haute cuisine by reopening a restaurant, the legendary Cavallino restaurant at Maranello, by the three Michelin starred Italian chef Massimo Bottura.
The company tweeted:
The Cavallino restaurant will soon reopen after an extensive renovation. Read the story on The Official Ferrari Magazine of how a former stable, famous for hosting Enzo Ferrari every day, became intertwined in Prancing Horse folklore. #Ferrari #FerrariMagazine #FerrariStyle