JAKARTA – Last Sunday, Ferrari unveiled its first collection through a catwalk event in Maranello, Italy. The town is known internationally as the home of Ferrari’s racing team, as well as the location for its factory since the early 1940s. It goes without saying, you can also find Ferrari’s museum in this town, where private events, exhibitions and personalised experiences are held.
This in-house fashion launch marks a new era for the brand and is something to watch out for: it is its second-biggest investment after its car business. The motivation behind this brand strategy shift is to attract a new audience that isn’t in a position to purchase its cars: “We want to attract young people and women. Our targets are not just those who buy a Ferrari but also those who have awareness of the brand and of its values” creative director Iannone said.
The collection includes 52 looks 50 items and 80% is described as unisex. The creative director behind the looks was Rocco Iannone: the designer with experience in Dolce Gabbana and Giorgio Armani. Most of the looks were made using high-performance technical fabrics but with an haute-couture touch . Partners for the launch included Puma and Ray-Ban, which provided sneakers and sunglasses. Prices range from about 200 euros for a t-shirt up to 3,000 euros for a coat, thus still fitting it into the luxury scene.
While trying to adapt to the new wants of today’s customers, Ferrari kept its prestigious heritage successfully. After all, there’s a reason as to why Ferrari is named the world’s strongest brand by the Brand Finance Global 500 report.
The Collection’s highlights
Images via Vogue Runway
The collection will be offered mainly online and through the company’s official stores in Maranello, Milan and Rome, and some plans for further store openings scheduled in Los Angeles, Miami and, China.
Watch the full show online: