As Ferrari prepares to hold its first luxury fashion show on Sunday, creative director Rocco Iannone and chief brand diversification officer Nicola Boari mapped out their vision and strategy.
MILAN — It’s hard to argue with Rocco Iannone’s opening remarks. “Ferrari is mythical,” said the brand diversification creative director. “Ferrari’s community recognizes itself in a series of values that is unique to the label and that need to be understood to be translated into fashion.”
Iannone said he was drawn by the idea of “telling the story of the impact Ferrari has on the collective culture through a global project and give life to the charisma and magnetism of this brand.” He said he would not have been interested in creating a few luxury items as niche products for the brand and that he was attracted by the rounded fashion and lifestyle project illustrated by Boari.
Ferrari’s flagship in Milan with 14 windows in a neoclassic building near the luxury shopping arcade Galleria Vittorio Emanuele II is being renovated with the help of London-based Sybarite architectural studio. The new store concept will be unveiled in August, preceded by a temporary unit at the end of this month. Currently, there are 20 Ferrari stores globally, of which 12 are directly operated and eight are outlets.
The show on Sunday is not a one-off, as Ferrari plans to hold one on a yearly basis, as well as events for communication and marketing purposes. The company is also launching dedicated social media channels under the Ferrari Style moniker. The license with Puma for Scuderia Ferrari connected to Formula One products remains in existence, as does the newly signed multiyear Giorgio Armani sponsorship of the racing team. Under the agreement, the fashion house is to supply formal attire to the Ferrari team’s management, drivers and technicians to be worn at official events and during transfers linked to Formula One’s Grand Prix international races. Emporio Armani sponsors the travel wear range.
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