.Ferrari staged its first runway show on Sunday to unveil its men's and women's luxury fashion collection at the company's headquarters in Maranello, Italy.
MARANELLO, Italy — Starting from Ferrari’s global brand awareness and luxury positioning, brand diversification creative director Rocco Iannone’s aim was to offer the label’s diehard fans as well as a potential new group of customers — women and the younger generation — a collection that would be instantly recognizable, with the Ferrari aesthetic and a futuristic edge.
The set was impressive, as the models walked down the skinny, almost 427-foot runway staged in Ferrari’s assembly line at its impressive headquarters here. This was the first luxury fashion collection — and first runway show — for Ferrari. For example, an easy-to-wear caban was functional — a key priority for Iannone — but its construction was more elaborate than at first glance, with collar, shoulder and sleeve cut from a single piece. A parka was made in an iridescent jacquard reminiscent of carbon fibers both on the inside and the outside of the garment.
So much so that Iannone unveiled on the runway new exclusive sneakers he designed as part of the brand’s license with Puma, as well as new Ray-Ban eyewear models. Charles Leclerc and Carlos Sainz, currently racing in Formula One for Scuderia Ferrari, attended the show sitting near Elkann and his wife Lavinia Borromeo, who was already wearing a blouse designed by Iannone, embellished with a print of red Ferrraris.
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