That of Ferrari in the world of fashion it wasn’t just an extra. Let’s take a step back: in June 2021, in the historic headquarters of Maranello, at the center of one of the production lines of the plant, the Prancing Horse decided to support its first fashion show. Many thought it could be an isolated event, and instead Ferrari tries again: six months after that debut, the Maranello house is preparing to return to the catwalk on the occasion of Milan Fashion Weekthe setting in which he will present the men’s and women’s collections for fall / winter 2022-2023.
“The decision to adhere to the classic method of two shows a year within the official Milanese calendar came about on the pitch – explains the creative director of the brand, Rocco Iannone, to the microphones of Repubblica – After the Maranello show we met the buyers and tested the collection on the street; there we understood that with a new project you must always be thereotherwise you risk being forgotten. In addition, there are the rhythms marked by the industry to be respected: creation, production, distribution, sale. It is a rule that applies both to us, who are rookies, and to the giants: several of them in the pandemic have tried to free themselves from certain times, but they have all returned to the ranks ”. The real test for Ferrari in the world of fashion is therefore approaching: on Sunday 27 February the new line will be unveiled.
“Taking for granted compliance with the Ferrari codes, which, I want to say, are not dictated by servility, this time I focused on electronics and design software used in Maranello – concluded Iannone – The future is fine, but you have to show that what you propose will be wearable for years, and not just for a season. Certain stylistic reversals are only harmful: it takes time and perseverance to build an imaginary that attracts and reassures the public. With regard to the first collection, we have found enthusiastic approval in the younger markets, for which the auto-clothing parallel is immediate, while in the more mature markets, those with very fashion savvy consumers, we have encountered a sort of initial distrust. In these cases, once again, consistency works. When consumers understood that Ferrari is a real, concrete project, they immediately trusted us ”.
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