Grids of thermal scanners. Graphic motifs created by the hologram of the logo and an enlarged photo of technical filaments. Ferrari deploys technology for its first fashion show in Milan, where its idea of leather clothing was in pole position, offering a reinterpretation of it according to the carmaker’s own canons of speed. The event came eight months after the Cavallino’s debut in the world of fashion on June 13, 2021, in Maranello. A “natural” path, the one from Maranello to Milan, for those who aspire to become a luxury fashion brand.
Ferrari chairman John Elkann has repeatedly said that he wants to turn Ferrari into a luxury clothing brand. A long-term project that involves global investments and the opening of single-brand shops in cities such as Milan. This is no coincidence: the Lombard capital is a must for those who aspire to a place in the world of luxury today.
The first in Milan
In this context, the choice to show in Milan was the most obvious one for Ferrari, which set up a long catwalk at Fieramilanocity. The protagonist was a collection inspired by immaterial and intangible elements, the idea of speed and the key words of Futurism.
Its idea of leather clothing
The collection designed by Rocco Iannone presented many stylistic innovations when it came to leather clothing. We saw it in the men’s lambskin down jacket with macro-logo lettering, super soft and cosy (left photo). And even more so in the jumpsuit (“which is part of the Ferrari lexicon”, says Iannone) in leather with thermoformed elements on the knees and bust (centre photo), which “only the best suppliers of Made in Italy can create”, concludes the designer in an interview with WWD. There was no shortage of accessories. Fashion Magazine points out rigid, shiny bags that recall the coloured and satin-finished metals of Scuderia Ferrari. Then: shoes with low or high heels, boots, lace-ups, and the ever-present super-coloured sneakers.