Ferrari Reinventing Fast Fashion
Formula One has been a popular sport worldwide since the 1950s and, in recent years, has gained a wider range of fans due to Netflix’s three-season docuseries “Formula 1: Drive to Survive,” Formula 1: Drive to Survive,” which details the interworks of the drivers and the sport. It is rumored to be coming back for a fourth season in 2022. Ferrari is one of the most famous teams in F1 history. Since their first start in 1952, the Italian motorsports team has won 16 Constructor’s Championships and 15 Driver’s Championships, and they have received 769 podium positions. Their signature red car is often what many people picture when they think of Formula One, and the team has remained a fierce competitor for nearly 70 years. Last month, Ferrari shifted into high gear, pushing into the world of fashion, giving a new meaning to the term “fast fashion.”
On June 13 in Maranello, Italy, Ferrari’s assembly line replaced road for runway, being the spot for the release of the brand’s first high-fashion line. Designed by Ferrari’s Brand Diversification Creative Director, Rocco Iannone, who was named an emerging talent by Vogue in 2010. He had worked for Dolce & Gabbana and Giorgio Armani. the Spring 2022 ready-to-wear collection includes an impressive 51 looks. Not only is the collection size-inclusive, but it is also 80% unisex, proving the brand is adapting to the ever-changing tastes of the 21st century consumer. Taking inspiration from and reconceptualizing the Ferrari aesthetic, the collection replicates their forms and finishing, integrating fabrics like carbon fiber and borrowing unique silhouettes of bold lines paired with soft shapes, similar to the design of their cars.
While the line includes pants, shirts, and partnerships with Puma and Ray Ban for accessories and shoes, the most impressive designs from the collection can be seen in the outerwear. Ferrari’s outerwear pieces such as the Oversized Blouson Jacket, the Women’s Blouson Jacket, and the Leather Coat with Wool Cape boast shape evolution, and impressive tailoring, marrying Ferrari’s classic DNA with modern, futuristic construction, create designs suitable for any occasion.
Both designer Iannone and chief brand diversification officer, Nicola Boari, commented that the brand’s move into fashion was about gaining a wider audience. At the pre-show, Iannone explained the transition was “to enlarge our fan base, including young generations and women especially – although women have always been part of our fan base, but it has never been well told.”
F1 Ferrari driver Charles Leclerc attended the show and is featured modeling the Iridescent nylon and printed fabric parka on their website. It wouldn’t be a surprise to see both him and his teammate Carlos Sainz sporting pieces from the collection when they are away from the track this year.
Ferrari is known for pushing the limits in both Formula One and the automotive world and is now looking to do it in fashion as well. F1 is a fast-paced, exciting sport to watch, and their fashion is proving to perform at the same caliber. In an industry where fast fashion is criticized for its lack of originality and sustainability, Ferrari seems to be looking to reconceptualize the term, making styles suitable for the ever-evolving worlds of sport and fashion.
Article by Katie Harkey, Contributor, Photobook Magazine
Tearsheets by Kenisha Seth, Contributor, PhotoBook Magazine
