The luxury brand held its first fashion show with a car assembly conveyor belt as its runway.
Fans of fashion and luxury lifestyle already long expected presenting a fashion collection from the legendary automotive brand. Ferrari spoke about such plans back in 2019, when it was announced that the brand would now expand beyond cars and become a lifestyle brand. However, the pandemic made adjustments to the company's plans and the presentation of the fashion collection was delayed for a long time.
And on June 13, this long-awaited event finally took place, which brought the luxury brand to a new level. In the brand's hometown of Maranello, a fashion show was held at the company's headquarters, presenting the first collection of clothing and accessories for Ferrari. The runway for the brand's first fashion show was constructed directly from the assembly line. Such well-known models as Mariacarla Boscono and Natalia Vodianova took part in the show.
Behind the creation of the collection is the creative director of the new direction, Rocco Iannone, who has experience with brands such as Armani, Dolce & Gabbana and Pal Zileri. Under his leadership, a recognizable luxury style was formed, which is actively saturated with the aesthetics of Ferrari.
To create the collection, luxurious fabrics, modern environmentally friendly materials were used, and the manual labor of professionals, which the Italian fashion industry is so proud of, was widely used. Unusual things are given by bright futuristic elements, as well as the active use of iridescent colors and reflective elements.
According to Iannone himself, this is what customers expect from the brand, because no one goes into the Ferrari store for ordinary everyday things, the brand is expected to offer something unique and stand out from the crowd. At the same time, most luxurious outfits are specially designed to suit buyers of different sizes, and many things are equally suitable for both women and men.