By Rocco Iannone After many years of experimentation, research and development, Ferrari’s fashion arm is slowly reaching the luxury grid. It has achieved this by setting its own course rather than attempting to copy its more established fashion competitors.
Speaking at Ferrari’s Milan showroom this week, Iannone agreed emphatically that the brand’s focus on its fashion customer has taken a while to sink in. After several seasons of clearly producing luxury fashion despite Ferrari’s pre-existing identity, Iannone is now shaping his designs due to this. Considering that this identity adds up to $7 billion-ish in annual revenue, and has secured Ferrari its spot as Interbrand’s fastest-growing company in 2024, that’s some worthwhile momentum to exploit.
The collection exemplifies how existential questions were posed when it first launched in 2021—who is it for? What does this mean?—This has been largely addressed by Ferrari’s focus on existing customers. In 2025, Iannone revealed, his fashion-focused Ferrari Garage will focus on presenting three stages of this collection around Ferrari events – the Cavalcade and F1 shindigs in Monaco, Silverstone and Austin. New flagship stores will also open on Mercer Street in New York and Old Bond Street in London. At a recent three-day pop-up store event in Las Vegas, he said: “We saw crazy numbers, it was really cool.”
Like core Ferrari products, Iannone’s collection is edgy, sexy, sexy and a little flamboyant. Each stage in this collection roughly reflects the circuit locations where they will be launched. Uptown oversized tailoring in pink or teal taffeta, some fabulous pleated leather swing skirts, and some technically impressive polo shirts and T-shirts in flocked pique jersey were among the highlights of Monaco. Iannone transitioned the mod to Silverstone via some beautiful Czech outerwear, which is now in the top three selling category for the collection. The other two were depicted through a blend of knits from recycled tires with proprietary Q-Cycle yarns, and a ballsy leather jumpsuit that Iannone’s moodboard suggested was inspired by Bowie’s fondly remembered stand-up era Eddie Murphy. . The Austin section included some very attractive pieces of corduroy-like flocked chiffon that were totally Alexis Colby. The bags, no longer literally related to the car-silhouette, looked like shiny luxury Ferrari-merch grails. Some interesting were the Ferrari branded scrunchie driving shoe-ballet flat hybrid and a collection-wide emphasis on shiny Nappa driving gloves, which represent the important point of intersection between the Ferrari driver and the Ferrari.
Currently, Iannone revealed, about 50% of sales are to owners of Ferrari cars, while the other half are probably bought by people who would definitely like to have a car (or who are regular commuters). He added: “Today everyone can create a beautiful collection. But you can design the most beautiful collection ever but it won’t work if you don’t create a meaning around the collection and don’t connect with your community to share a sense of that meaning. Ferrari doesn’t make mainstream luxury cars, so it shouldn’t make mainstream luxury fashion either; And with more ongoing tinkering and fine-tuning from Iannone you can watch its globally known but highly distinctive brand of cachet grow exponentially.
