Ferrari enters luxury fashion, targeting uninitiated youth

Jun 14, 2021, 3:09 AM | Updated: Jun 15, 2021, 5:10 pm
A model wears a creation as part of the Ferrari women's and men's Spring Summer 2022 collection, in...

A model wears a creation as part of the Ferrari women's and men's Spring Summer 2022 collection, in Maranello, Italy, Sunday, June 13, 2021. (AP Photo/Antonio Calanni)

(AP Photo/Antonio Calanni)

MARANELLO, Italy (AP) — Ferrari V12 production cars were suspended over the factory floor Sunday night as the 74-year-old luxury carmaker launched a new era as a lifestyles brand, with a runway show unveiling its first ready-to-wear collection targeting a younger generation that might not be aware of its Formula One racing pedigree and coveted performance street cars.

Models walked along the halted production line in a symbolic gesture that underlined the creative interplay between Ferrari’s long lineage of sleek, curved automotive bodies and the fashion line by creative director Rocco Iannone, strong on structured outwear contrasting with fluid, bright printed silks in Ferrari red, Scuderia yellow and electric blue.

Iannone’s collection could easily have narrowly targeted Ferrari’s already loyal customer base — mostly more mature consumers who fill waiting lists for the nearly 10,000 annual production of luxury cars that start around $200,000 — with more staid driving clothes in quiet luxury fabrics and flat driving shoes.

But instead he went bold, starting with trenches, bombers and parkas intricately modeled to give the appearance of a shell, branded with the famed Prancing Pony logo placed discreetly on the nape, and including clever rubberized accents on pockets and sleeves to recall the automotive heritage.

“The young generations have the power to express the energy and the power of a brand,” Iannone said of the target audience. The 35-year-old designer was previously creative director at Pal Zileri after more than a decade at Giorgio Armani and a stint at Dolce&Gabbana.

The coats were complemented by daywear that included silky midi skirts in new Ferrari prints featuring collages of classic racing cars and the Ferrari logo. The youthful streetwear feel was sophisticated, with oversized Ferrari branding on shirts, complemented by wide shorts with reflective tape or loose-fitting trousers sportily fastened at the ankle.

Footwear included steel stiletto moccasins with rubber soles for women, or trekking sandals with flashes of color and a sneaker collaboration with Puma for men. Accessories included big Prancing Pony crystal earrings, trailing Ferrari-branded belts and futuristic sunglasses by Rayban.

The seasonless collection will be trickled out in six drops this year, with 80% meant to be genderless and available in a range of sizes from XXXS to XXXL.

The runway collection is part of a brand diversification project that could contribute up to 10% of Ferrari’s bottom line within a decade, said chief brand diversification officer Nicola Boari. The project encompasses retail and licensing, which has been completely overhauled since 2019, entertainment, including Ferrari theme parks in Barcelona and Dubai and a new e-sports venture, and luxury experiences for Ferrari owners.

Even though Ferrari is among the most recognized brands in the world, Boari said he is not taking for granted that younger generations have the same knowledge and passion as their parents.

He spent his first year in the new post slashing 50% of the licensed products — mostly aimed at Formula One fans — that did not match Ferrari’s luxury cachet. But Boari said the key is balancing exclusivity with a move to be more inclusive by reaching out to a generation that isn’t, for the moment, interested in Ferrari’s automotive range.

“Someone is saying: ‘Aren’t you scared of becoming too approachable?'” Boari told The Associated Press. “I think the risk instead is if we don’t do this, we become irrelevant and not known.”

Along with the collection, Ferrari unveiled a remodeled flagship store, where the first capsule collection is available beginning Monday, and the reopening of the historic Cavallino restaurant under the tutelage of Michelin three-star chef Massimo Bottura, both at the factory gates. New stores are also planned this year in Milan, Rome, Los Angeles and Miami.

“Ferrari wants to champion Italian excellence and the best of our country’s creativity,” Ferrari chairman John Elkann, who attended the event, said in a statement. “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.”

Copyright © The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

AP

South Korean Unification Minister Kwon Youngse speaks during a news conference in Seoul, South Kore...
Associated Press

Seoul urges China, Russia to prevent North Korean nuke test

SEOUL, South Korea (AP) — A top South Korean official said Monday that North Korea is increasingly targeting the South with its nuclear arms program, and urged China and Russia to persuade the North not to conduct a widely expected nuclear test. Unification Minster Kwon Youngse’s comments came after North Korean leader Kim Jong Un […]
4 hours ago
FILE - Pipes at the landfall facilities of the 'Nord Stream 2' gas pipline are pictured in Lubmin, ...
Associated Press

EU countries adopt mandatory gas storage amid Russia’s cuts

BRUSSELS (AP) — European Union countries agreed Monday that all natural gas storage in the 27-nation bloc should be topped up to at least 80% capacity for next winter as they prepare for the possibility of Russia further reducing deliveries. The EU is trying to slash its use of Russian energy amid the Kremlin’s war […]
4 hours ago
Water-filled barriers have been installed by police outside the Hong Kong Convention and Exhibition...
Associated Press

Will he go or not? Hong Kong awaits word on Xi Jinping visit

HONG KONG (AP) — Will he go or not? Chinese President Xi Jinping kept Hong Kong guessing on Monday about his possible appearance at the 25th anniversary of the former British colony’s return to Chinese rule. The government has yet to say whether he will be physically present for the events, which include the inauguration […]
4 hours ago
A Norwegian national flag flutters over flowers and rainbow flags that are placed at the scene of a...
Associated Press

Norway: Suspect in deadly Pride shooting agrees to custody

OSLO, Norway (AP) — The suspect in Saturday’s mass shooting during an LGBTQ festival in Oslo has agreed to be held in pretrial custody for four weeks and will therefore not appear in court on Monday, a Norwegian court said. Zaniar Matapour, a 42-year-old Norwegian citizen originally from Iran, was arrested shortly after the predawn […]
4 hours ago
From left, Italy's Prime Minister Mario Draghi, Canada's Prime Minister Justin Trudeau, France's Pr...
Associated Press

EXPLAINER: G7 provides forum for like-minded democracies

ELMAU, Germany (AP) — In 1975, leaders of the world’s wealthy democracies gathered to deal with an energy crisis sparked by a war and rampant inflation. Those same sore points are bedeviling their successors representing 46% of the global economy at this week’s Group of Seven summit, with high consumer and energy prices threatening to […]
4 hours ago
A restaurant cook wearing a mask takes a break out on the sidewalk, Monday, June 27, 2022, in Beiji...
Associated Press

Censors delete discussion of Beijing’s future COVID control

TAIPEI, Taiwan (AP) — Digital censors quickly deleted a hashtag “the next five years” Monday as online discussion swirled in response to reported remarks of Beijing’s Communist Party secretary saying that the capital city will normalize pandemic prevention controls over the course of the next five years. Beijing’s Communist Party chief, Cai Qi, made the […]
4 hours ago

Sponsored Articles

...
Day & Night Air

Tips to lower your energy bill in the Arizona heat

Does your summer electric bill make you groan? Are you looking for effective ways to reduce your bill?
...
Arizona Division of Problem Gambling

Arizona Division of Problem Gambling provides exclusion solution for young sports bettors

Sports betting in Arizona opened a new world to young adults, one where putting down money on games was as easy as sending a text message.
...
Canvas Annuity

The secret to guaranteed retirement income

Annuities aren’t really a secret, but they are so misunderstood that they might as well be. Once you understand what an annuity is and how it can benefit you, you could decide this “secret” is the perfect supplement to your retirement plan.
Ferrari enters luxury fashion, targeting uninitiated youth