Ferrari reboots its fashion line

Italian sports car maker Ferrari reboots its fashion line. The sports car maker on Saturday, 13 June unveiled its menswear and womenswear collection at the company’s headquarters in Maranello, Italy. Ferrari appointed Rocco Iannone, former Armani designer and Pal Zileri creative director, to head its fashion department as creative director.

The collection, which features 52 looks - 80% of which is unisex -, is a major revamp compared to its previous fashion line, which mostly comprised of jackets, polo shirts, t-shirts and caps with Ferrari’s horse logo. It repositions Ferrari’s fashion line from merchandise to design forward.

The collection is season-less and more items will be unveiled until June 2022 while its fashion show is set to be an annual event. The company also partners with Puma and Ray-Ban to provide sneakers and sunglasses for the show.

Venturing out to fashion has been the company’s strategic move to increase its offers and expand its audience. As Iannone mentioned before the show, “To enlarge our fan base, including young generations and women especially—although women have always been part of our fan base but it has never been well told.”

Ferrari’s decision to reboot its fashion business came from its owner Exor’s efforts to boost fashion as its forefront, Business of Fashion reported. Exor in December purchased a majority stake at Hermés-backed Chinese luxury start-up Shang Xia. The company also acquired 24% stake in Christian Louboutin.