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June 15, 2021

Ferrari enters luxury fashion, targeting younger buyers

  • Even though Ferrari is among the most recognized brands in the world, the company is not taking for granted that younger generations have the same knowledge and passion as their parents.
    • By COLLEEN BARRY
    AP Fashion Writer

    MARANELLO, Italy — Ferrari V12 production cars were suspended over the factory floor Sunday night as the 74-year-old luxury carmaker launched a new era as a lifestyles brand, with a runway show unveiling its first ready-to-wear collection targeting a younger generation that might not be aware of its Formula One racing pedigree and coveted performance street cars.

    Models walked along the halted production line in a symbolic gesture that underlined the creative interplay between Ferrari's long lineage of sleek, curved automotive bodies and the fashion line by creative director Rocco Iannone, strong on structured outwear contrasting with fluid, bright printed silks in Ferrari red, Scuderia yellow and electric blue.


     
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