Ferrari announced the beginning of a new campaign to promote its brand in the fashion world. The Ferrari announced the release of the fashion clothing line and conducted an official fashion show this Sunday- at its factory in Maranello.
“Cars don’t have any sex, and neither do these clothes,” explained Rocco Iannone. Rocco Iannone, a former Armani designer, is responsible for creating a clothing collection. As fashion is slowly moving towards gender-neutral clothing, this collection and the idea of the creative director carefully promotes this concept.
For 52 looks in the collection, Iannone got the inspiration for the clothing from the Ferrari brand, using some of Ferrari’s characteristic design colors to create clothing items and the design of the automobiles. The horse symbol is still there, but it is used more softly than in the past. “It’s about moving from a merchandising to a design approach,” Iannone explained to Business of Fashion.
In an interview with Reuters agency, Nicola Boari, director of development of the Ferrari brand, said that the goal is to attract new customers regardless of their ages and cultural views. It is not just for racing fans and sports car owners because the fans of the Italian brand also would like to wear T-shirts and jackets with the legendary Ferrari logo.