Ferrari Diversifies Into Luxury Fashion For The Younger Generation

The Italian carmaker, Ferrari, has unveiled its latest ready-to-wear luxury fashion line. The company is stepping into the lifestyle category for the youth that is unaware of its Formula One racing capabilities and high-performance cars. The unveiling took place at the Ferrari headquarters, where 100s of journalists and racing enthusiasts watched the show live.

The ramp was the production line which was halted that night for the models to walk to display the uniqueness of Ferrari. The creative director of the fashion line, Rocco Iannone, beautifully designed the clothes that align with the sleek and curved automotive culture at the company. The outerwear was strong and structured with contrasting fluids, bright printed silks in Ferrari red, Scuderia yellow, and electric blue.

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Ferrari already has a loyal customer base – customers that await their own luxury car from the limited 10,000 production line with cars starting from $200,000. But instead of targeting this category, Rocco Iannone concentrated the line on enchanting the younger generation – with trenches, bombers, and parkas intricately modelled to give the appearance of a shell, with the popular Prancing Pony logo on the nape, along with rubberized accents on pockets and sleeves.

The daywear comprised silky midi skirts with prints of classic racing cars. The streetwear target at the youth was extraordinary and sleek. There was heavy Ferrari branding on the shirts, and the shorts were wide coupled with reflective tape, or there were loose-fitting trousers bound at the ankle.

Steel Stiletto Moccasins were the primary footwear for women or colourful trekking sandals, while the men wore a sneaker collection from Puma.  Prancing Pony crystal earrings, trailing Ferrari-branded belts, and sunglasses by Rayban were the three primary accessories that complemented the clothes.

The new fashion line will be dropped this year, with 80% of the luxury fashion being genderless and available in sizes XXXS to XXXL. The chief brand diversification office at Ferrari, Nicola Boari, says that this collection is a part of the brand diversification project, which could amount to 10% of Ferrari’s revenue in the next 10 years. 

While Boari understands that the millennials and baby boomers were passionate about the company’s luxury cars, the younger generations may not have enough awareness about its racing and performance capabilities. He is focusing on targeting the generation that might not be interested in Ferrari’s automotive range. The primary aim here is to become more inclusive, even if that means slashing 50% off of Formula one products.

Ferrari also unveiled its remodelled flagship store, where the collection will be available soon. The reopening of its historic Cavallino restaurant under the tutelage of Michelin three-star chef Massimo Bottura also takes place. Milan, Rome, Los Angeles, and Miami are all set to welcome the new stores this year.

Ferrari chairman John Elkann said in a statement, “Ferrari wants to champion Italian excellence and the best of our country’s creativity. Today’s fashion show in our factory and the openings of the Ferrari store and the Cavallino restaurant in Maranello are signs of a strong and optimistic Italy, ready for growth and renewal.”