Ferrari is replacing the road for the runway, debuting their first-ever fashion show. The luxury car brand has announced that they will be showcasing their very own collection this Sunday, June 13th. While most car brands don’t typically branch into the fashion industry, Ferrari hopes to reach a bigger audience of customers, interested in both fashion and Ferrari.
“Our brand is our most precious asset. Fashion is a great way to reach a bigger audience and make the brand relevant to people’s lifestyles. But the quality of the products has to align with our values,” said Nicola Boari, Ferrari’s chief brand diversification officer.
The luxury car brand has partnered with Rocco Iannone, the former Designer for Georgio Armani and Creative Director of Pal Zileri. His collection with Ferrari will be available starting Monday, June 14th online and at a flagship boutique in Ferrari’s Maranello Hub.
Iannone took inspiration from the Ferrari brand for the clothing line, taking some of Ferrari’s signature care colors to create clothing pieces, along with taking inspiration from the design of the cars. Items still feature the prancing horse logo but placed more subtly than in the past. “It’s about moving from a merchandising approach to a design one,” Iannone told the Business of Fashion.