Leather coats, as well as jackets, bags, heels and sneakers. All branded products with the Prancing Horse. Ferrari’s debut on the catwalk was yesterday, June 13. “The fashion business – According to Nicola Boari, chief brand diversification officer of the brand – could represent 10% of the company’s profitability within the next seven to ten years”. To achieve this goal, in addition to creating its first collection by Rocco Iannone, in the last 12-18 months, the Maranello house has closed 50% of its stores, cut licenses and reduced supply.
Ferrari’s debut on the catwalk
Ferrari is confident that its first fashion collection, combined with shows to present it, will enrich the perception of the brand in the world. How? By bringing products from a simple souvenirs level for “brand fans” to an authentic expression of Ferrari and its ideals. “Our brand is the most precious asset we have – Boari tells Business of Fashion -. Fashion is a great way to reach a wider audience. The quality of the products must be in line with our values”. Speaking of the closure of shops and the cutting of production licenses, Boari explains to WWD that this legitimised the launch of a luxury clothing collection.
Performance and leather
To design Ferrari’s first ever collection, designer Rocco Iannone relied on four values: performance, innovation, aesthetics and craftsmanship. What we do know about Ferrari’s debut collection is that it is not seasonal. It includes a line of elegant and casual leather coats, relaxed trousers, high heels and sporty sneakers. It will be sold through six drops throughout the year, until next June. The first will be online and in stores starting June 14th, the days in which the store in Maranello will also open. It will be available on LuisaViaRoma in June and, from September, on Farfetch. The outerwear will be retailed for between 1,500 and 2,000 euros; sneakers for 600-700 euros, leather goods and accessories for around 1,000 euros. Sunday’s fashion show was not a one-off, as Ferrari plans to hold one each year.