Eyebrows raised on Ferrari’s fashion debut

The Italian automotive giants had its first fashion show, how did it all go? And what was their intent?

Models wearing ferraris’ signature colors walk past the runway on automakers’ first fashion show, held on the brand’s factory floor

Two weeks back, 100 of italian stylists and world’s journalists were seen chauffeured in black vans heading to Ferrari’s headquarters in the small Italian town of Maranello. What was on a normal day, an assembly line for manufacturing its famous cars, was now transformed into a runway for models to unveil Ferraris new venture of stepping into Fashion business. 

The models paraded the runway with eye-catching vibrant red and yellow colors making references to the automaker’s trademark car designs. They strutted on the ramp in vintage roadster-printed shirts and organza nylon coats sparkling like newly waxed vehicles. Logo-loaded safety belts served as belts. 

As Ferrari strived to make a seamless entry into the fashion business, it seemed like a well financed and an ambitiously planned event. The event was praised by the critics and was believed to be a success. The intent was clear that Ferrari was to be a high fashion clothing brand offering luxury designs expected to reach soaring prices, making it an option only for the rich. That can be understood as Ferrari has always kept very high standards when it comes to offering luxurious features and a sophisticated design that is both comfortable for its passengers and pleasing to the bystanders, however coming at fairly high prices. 

We have seen Ferrari designs on jackets,shirts,perfumes,shampoos etc, so to the public it might be a confusion as to what is new then regarding this news. Well, Ferrari has been leasing its name to several manufacturing companies making products mentioned above. Now Ferrari has taken its design in house.The new creative director is Rocco Iannone, who formerly worked at Armani and Pal Zileri. There are new partnerships in place to design innovative new products including Puma for sneakers, Ray-Ban for sunglasses and Richard Mille for watches. All being supervised by Rocco Iannone.

The interim C.E.O. of Ferrari ‘John Elkann’ assures that this was not a side project. The intent behind this grand venture was linked with the strategy of Ferrari which is to provide better products that represent an Italian lifestyle to the world. JohnElkann confidently backed this move by pointing at the success of products sold previously that were branded by Ferrari.

According to John Elaknn, there are several challenges that may arise if they try to bring too much of Ferrari car designs into their clothes. It can be a challenge to fit their trademark designs into clothes and make sure that there is no compromise on comfort. Moreover, the color combinations are also to be carefully used so that the same red, yellow and black does not keep repeating in every design and still there is a reflection of brand’s identity in every design.

Overall, it can be said that the event was more well thought and carefully executed than many had thought. Contrary to the beliefs that Ferrari would be displaying collections that would look as if racecar drivers were walking on the ramp, the designs were carefully and skillfully rendered, attracting all those interested in high fashion. The interim CEO of Ferrari John Elkann had spoken to the press post event and expressed his confidence in Ferrari’s venture in entering the Fashion industry. However, he also highlighted some issues that could arise such as keeping a balance when putting car designs into wearables such that the comfort is not lost. Also to keep customers excited, there needs to be constant innovation in designs and colors which might force Ferrari to limit its trademark blueprints.