Ferrari’s Debut Fashion Line
So Ferrari goes “out of the closet” with their first fashion line. And this comes in parallel with other declarations such as reopening of a restaurant with chef Massimo Bottura.
Surprisingly, as one might expect, the fashion style is not directly related to the Formula 1 (hats and jackets), or to the luxury business world (suits and ties).
The line strives to be unisex, since “cars are unisex, and so are clothes” describes Iannone, the design director.
“We did not intend to create merchandise”, says Nicola Boari, chief brand diversification, stating that the intention is to create real long-term fashion line. The business goal is to “expose the brand values to crowd unfamiliar with it”, he clarifies. Boari leads all these new ventures of Ferrari.
Fashion reviews are actually supportive. This means the designer made good work. The collaboration was successful since the designer found a new language that “was not bigger than the brand”, claims Boari.
“fashion business is as complex as in the F1 racing circuit…” Michele Ciavarella
I really liked the last remarks of Michele Ciavarella, Fashion feature deputy editor of the Style magazine. “Ferrari needs to understand that challenges in the fashion business is as complex as in the F1 racing circuit. Therefore, entering the fashion world is not a job for the designer alone. Is the company ready to simply talk about fashion? Are they prepared for fashion culture? Because if they are”, Ciavarella closes, “this can actually be a great starting point.”
