Ferrari debuts in high fashion and is a candidate to become a 360-degree luxury brand. On the catwalk, in Maranello, the first designer collection with the Prancing Horse, signed by the creative director Rocco Iannone, former Giorgio Armani designer: women's and men's parkas, shirts, dresses in printed silk tweed, also used for women's shirts , 'over' bags, shoes. The dominant colors of the collection, which also includes a line for children, are the most symbolic of the brand: Ferrari red and a particular shade of yellow, Giallo di Modena, also present on the background of the Red symbol. The fabric prints are taken from the Ferrari archive and from magazine covers from the 40s, 50s and 60s.
"Ferrari wants to be the protagonist in supporting excellence and the best Italian creativity. Today the fashion show in the factory, the opening of the Ferrari store and the Cavallino restaurant in Maranello are the sign of a strong and optimistic Italy ready to grow and renew itself ", commented the president John Elkann who took part in the exclusive fashion show with his wife Lavinia. Among those present at the Fashion Show the Scuderia Ferrari drivers, Charles Leclerc and Carlos Sainz with the sporting director Mattia Binotto, the president of the Chamber of Fashion Carlo Capasa, the entrepreneur Federico Marchetti, the chef Massimo Bottura who will manage the Cavallino restaurant in Maranello.
The garments follow the ergonomic characteristics of the car models, with a careful eye on sustainability as in the case of the yellow and red parka, created entirely thanks to recycled plastics and in turn recyclable, or the leathers of the collection that are all born in a certified cruelty free supply chain. . The Prancing Horse brand gives value, but nothing to do with Grand Prix merchandising such as classic caps and t-shirts. The collection will be presented once a year and the garments will be sold online and in dedicated boutiques in Maranello, Rome, Milan, Los Angeles and Miami, where a designer studio is renovating the stores. Opening in China is planned for 2022.
Managed by a team created ad hoc, led by Nicola Boari, Ferrari's diversification project was created to increase the value of the brand by creating 'exclusive objects' and generating new economic value. The goal is to contribute 10% of the overall profitability of the Maranello house when fully operational over a period of seven to ten years. The new Ferrari business is a new piece of the strategy of Exor, the holding company of the Agnelli family, which aims to play a leading role in the fashion world, as demonstrated by the investment with Hermes in the Chinese Shang Xia and the purchase of 24% by Christian Louboutin, the French brand famous for women's shoes with red soles.