Ferrari 1st collection - 2021 - catwalk - Maranello - photo by Armando Grillo - via Ferrari

Ferrari Fashion Show : prima collezione, da Maranello, Emilia Romagna #CavallinoRampante

26/08/2021 - Ewen LJ Team Principal DESIGNMOTEUR - Fashion -

Ferrari fait partie de l’imaginaire collectif, et de la pop culture. C’est devenu un mythe issue du sport automobile, fondé sur des valeurs de performance, d’innovation, d’esthétique et d’artisanat. Au fil des années, Ferrari s’est forgé un halo autour d’elle que les médias, la musique et le cinéma ont renforcé pour en faire un aimant culturel pour les amateurs de voitures et les autres. Pour souligner l’imbrication de cette relation fondée sur des valeurs artisanales et esthétiques, le défilé de mode de la maison Ferrari a lieu à Maranello, au milieu des chaînes de production. La construction automobile et la mode partagent les mêmes racines. Mené par Rocco Iannone (Brand Diversification Creative Director, Ferrari), ce designer (Fashion Degree from Milan Marangoni Institute) a la responsabilité de développer la créativité, le design et l’image de toutes les collections d’habillement et d’accessoires homme et femme de marque Ferrari produit directement par le groupe Ferrari ou en licence. Présentation.

Ferrari 1st collection Fashion Show

Ferrari fashion show - behind the scenes - office - 2021 - photo by Giovanni Giannoni via WWD
Ferrari fashion show – behind the scenes – office – 2021 – photo by Giovanni Giannoni via WWD

Myths are universal stories that embody human values and archetypes. The archetypes Ferrari triggers are speed, passion, achievement, the ability to turn a fantasy into something tangible. It is a story in which a contemporary stance is made possible by something as traditionally, deeply human as craft.

Originaire de Catanzaro, Calabria, Rocco Iannone est diplômé en 2006 de l’Istituto Marangoni. Après Dolce & Gabbana, il rejoint Giorgio Armani, travaillant comme styliste, puis en tant que directeur de la ligne Emporio Armani Red, et Creative Director de Pal Zileri.

The values Ferrari fosters come before the cars themselves and are subsequently embedded in the cars, in the way they are made, in the stories they project. As such, they can mold into other stories. In fact, into a whole lifestyle which includes fashion.

Ferrari fashion show - behind the scenes - automobili - 2021 - photo by Giovanni Giannoni via WWD
Ferrari fashion show – behind the scenes – automobili – 2021 – photo by Giovanni Giannoni via WWD

A car is a vehicle that is being worn. An item of clothing can be conceived in the same way. Material, color, design and function merge, enveloping the body, augmenting its functions, reshaping, protecting, magnifying its forms.

The human body is the root in which the mechanics of covering it and making it move fast have their origins. Fashion and car making collide, in many ways.

Mood board de la collection Ferrari affiche les images de stars et de célébrités en Ferrari : Brigitte Bardot, Lambert Wilson, Linda Evans ou encore Mick Jagger.

Cars have no gendersex, so does the clothing. Fluidity, thereafter, is a given.

Des tissus multifonctionnels et durables, des couleurs primaires, des formes inventives définissent une esthétique audacieuse, intrépide et affirmée. Ferrari choisit un langage qui s’accorde avec les nouvelles générations. Un langage fluide et percutant.

Rocco Iannone a tablé sur des pièces jouant sur les volumes et multipliant les logos (FERRARI, l’embleme du « Cavallino Rampante », avec des manteaux oversize, des vestes et des pièces de sportswear qui ne sont pas sans rappeler les influences de Demna Gvasalia chez Balenciaga ou Virgil Abloh chez Louis Vuitton.

Dans l’imaginaire populaire, ce cheval cabré, suffit à évoquer la Maison Ferrari et ses bolides.

Offert à Enzo Ferrari par le père d’un pilote italien émérite, Francesco Baracca, officiant au cœur du Piemonte reale, cet oeuvre figure d’hommage à la famille Baracca, connue pour ses écuries équestres.

Le dessin en était alors un peu différent, puisque blanc sur fond rouge. Puis, le blanc est remplacé par du noir, rendant ainsi hommage à leur compagnon. Et font de ce cheval fougueux l’ambassadeur de leur régiment.

Enzo Ferrari adopte volontiers ce symbole pour en doter ses somptueux bolides. Cet emblème caractérise à merveille la grâce, la rapidité et la performance (mesuré en « chevaux de puissance », noté ch. en France ou CV en italien), des créations automobiles de la firme de Maranello.

Cependant, Enzo Ferrari, lui apporte quelques modifications destinées à se l’approprier véritablement, et de créer l’identité Ferrari, en remplaçant le fond rouge par du jaune d’or, en référence à là de la couleur de sa ville natale : Modena. Et ce blason sera par la suite complété par une bande aux trois couleurs du drapeau italien.

Les voitures, tout comme la mode, sont l’incarnation de la vitesse. Loin d’être irréfléchie ou insensée, la vitesse est une quête d’excellence, une volonté d’amélioration et d’évolution, résolument tournée vers l’avenir.

Cars as well as fashion are an embodiment of speed. Far from being reckless or senseless, speed is a quest for excellence, a drive to betterment and evolution, resolutely looking ahead.

“Let’s face it, if you enter a Ferrari store, it’s not because you need another raincoat. You are looking for something special.”

Rocco Iannone, Brand Diversification Creative Director, Ferrari

Ferrari Live Fashion Show

Ferrari presents its first collection, live from Maranello.

under the hood Ferrari fashion show

Ferrari 1st collection - 2021 - catwalk - Maranello - photo by Armando Grillo - via Ferrari
Ferrari 1st collection – 2021 – catwalk – Maranello – photo by Armando Grillo – via Ferrari

Mariacarla Boscono opening the Ferrari Fashion Show

Le créateur de mode a commencé par les vêtements d’extérieur comme des pièces audacieuses, créant les silhouettes autour d’elles et montrant des anoraks à capuche fendus de fentes ; un magnifique trench en nylon avec ceinture dans une teinte bordeaux profonde qui avait le même toucher et la même sensation que l’organza, et une parka rouge fabriquée à partir de bouteilles en plastique recyclées, car la durabilité était une priorité pour le créateur. Les tissus étaient tous très performants, résistants à l’eau et au vent, mais ils avaient une texture douce, comme dans le cas d’un jacquard en nylon qui ressemblait à de la soie Mikado.

Iannone a joué avec des éléments réfléchissants et des surfaces iridescentes, en gardant toujours à l’esprit la couleur, allant du rouge, signature de Ferrari, au giallo – ou jaune – de Modène, du nom de la ville la plus proche de Maranello, ou au bleu et au vert profonds, également typiques des élégantes voitures de rue de Ferrari. Dans le même temps, des blouses et des bermudas en sergé de soie de Como ont été éclaboussés par des patchworks d’impressions amusantes d’images d’archives de Ferrari et de couvertures de magazines des années 40 à 60, car il a observé que « Ferrari est pop » et possède un « incroyable patrimoine visuel ».

Iannone a dévoilé sur le podium les nouvelles baskets exclusives qu’il a conçues dans le cadre de la licence de la marque avec Puma, ainsi que les nouveaux modèles de lunettes Ray-Ban.

« Sono orgoglioso di essere italiano e di poter guidare questo progetto »

« Ferrari non è azienda nostalgica ma proiettata al futuro… Questo mi ha guidato nel mio percorso creativo. »

Rocco Iannone, Brand Diversification Creative Director, Ferrari

Ferrari’s First Fashion Show unveiled on Sunday, June 13th, 2021 in Maranello

The 52 piece collection was designed by Rocco Iannone, who gained his experience working for brands such as Dolce & Gabbana, Giorgio Armani, and Pal Zileri.
The looks are 80percent unisex and were showcased on June 13 in Ferrari´s hometown of Maranello at the assembly line headquarters.

This year men’s fashion week in Italy feels like a new start. The purpose of developing a fashion methodology for what the industry refers to as technically-advanced over an era that came and went.

Fashion Degree from Milan’s Marangoni Institute and, for the last two years, was Creative Director at Pal Zileri. Rocco Iannone was previously Head Men’s Designer at Giorgio Armani and designer at Dolce & Gabbana.

Ferrari Brand Diversification is the Prancing Horse division dealing with the development of Ferrari-branded non-automotive products, including men’s and women’s apparel lines, and accessories.

Fashion is no longer evolutionary but rather revolutionary. The menswear industry never stops learning. But also, apart from the creativity, consumers are more and more aware of the political side. There are alot of factors in the life of design and production which combine to develop into brand culture. These days, sustainability is at the forefront of conversation with respect to production strategies. But at the same time, it is important to be confident.

David Trulik wearing Look 31

Filippo Fior/IMAXTREE.COM

A new soundtrack conceived by Frédéric Sanchez and special light effects both contributed to convey the idea of speed.

and it is season-less, as drops will be unveiled throughout the year until June 2022.

It seems to me that luxury menswear is going down that route, opening up more to the public and letting them know how the overall brand DNA operates. That being said, last month marked the fourth season on digital fashion week in Milan.

Ferrari, la rinomata casa automobilistica, esprime la dinamicità della propria essenza con una nuova collezione di abbigliamento per uomo e donna. Disponibile per un periodo limitato, la collezione è in pre-lancio esclusivamente sul sito di LUISAVIAROMA.

Innovativo, urbano e curato nei minimi dettagli, ogni pezzo è un ibrido sofisticato e accattivante che racconta la fluidità del marchio Ferrari. Pensata per l’uomo e la donna di oggi, la collezione traduce i valori del brand in capi per ogni giorno. L’iconico logo è il punto focale di tutta la collezione, elemento emblematico della storia e del futuro di Ferrari.

La collection include giacche funzionali, t-shirt e articoli di design realizzati con tagli sartoriali e materiali misti. Per l’uomo, Ferrari propone top, pantaloni e giacche; per la donna, top, gonne, abiti e borse in pelle con i motivi iconici del brand.

LUISAVIAROMA

Over the years, Milan fashion week has forged a creative hub of fashion, music and media that augmented into a cultural magnet attracting people from all over the planet. However, this season, with only three shows on the fashion calendar —Etro, Dolce & Gabbana, and Giorgio Armani – it certainly hadn’t captured the energy and excitement of years past. Times change. Things move forward.

The designs pay homage to the luxury car brands’ signature red and yellow tones, along with deep blue and green. Some pieces were splashed with high-graphic prints and bold blends of 1950s posters and magazine covers, depicting speed.

The real excitement was attending the Ferrari runway show in Modena, Italy. A world renowned luxury-automotive company based on the values of innovation, performance and craftsmanship, the fashion collection triggered the feeling of speed and power. The mens, womens and children apparel and accessories powerfully displayed a narrative of modern Italian craftsmanship at its best.

Filippo Fior/IMAXTREE.COM

Showcasing multi-functional and sustainable fabrics, bold primary colors, and innovative and assertive form- all the time ignoring the barriers of gender that is attuned to the youthful generations of today. In my opinion, the Ferrari fashion collection was the much-needed remedy for a lifestyle that includes fashion. Upon viewing the collection at the company’s headquarters, there was a sense of unbridled optimism fueled (pun-intended) by the racy designs of creative director Rocco Iannone.

Iannone translated his expertise working for brands including Giorgio Armani, Dolce & Gabbana and Pal Zileri into a sophisticated collection akin to haute couture given the technical materials employed and the manual craftsmanship of the Italian specialized suppliers he worked with.

There is such heritage and mystique around the Ferrari name. It conveys a sexy feeling of ultimate luxury. Pivoting his attention to the creation of new non-automotive products, Nicola Boari, Ferrari Chief Brand Diversification officer, seems to have his finger on the pulse when it comes to being attentive to social and cultural developments. The strategy to develop the collection seemingly merges man and machine within one brand culture.

Les vêtements de Ferrari proposent des formes incurvées et des manches raglan inspirées des silhouettes curvilignes des voitures.

Les designers automobiles de Ferrari basent souvent leurs créations sur des caractéristiques anatomiques du corps humain, et Rocco Iannone a suivi la même voie, avec des tailles et des musculatures rallongées.

Les vêtements doivent être reconnaissables à leur logo, mais avant tout à leur esprit. Le fashion designer n’hésite pas à multiplier les imprimés graphiques saturés, mêlant des affiches des années 1950 et des couvertures de magazine suggérant la vitesse, des images du cheval cabré Cavallino, et même des photos de champions s’emparant du drapeau à damier.

Les matières participent à la sensation de haute performance. Un nylon à tissage serré léger comme une plume, qu’on pourrait confondre avec de la soie au toucher, revient dans toute la collection.

Model wearing Menswear look at Ferrari’s fashion show

Filippo Fior/IMAXTREE.COM

In the last few decade the luxury fashion business system changed by overarching constraints that fashion has undergone and cultivated to focus on new customer experiences.

The fact that the iconic sports car maker is serious about the project and did not cut corners was exemplified by the production of a show that opened with Mariacarla Boscono and closed with Natalia Vodianova.

At the helm of overseeing the brands diversification division, Iannone is responsible for designing the fashion and accessories collections as well as coordinating the brands non-automotive activities. Designing a fashion collection for Ferrari is a new conception in the fashion arena and Iannone’s sensitivity allows his vision to easily connect with the nature of a new global culture aligned with progressive thought.

Model wearing Menswear look at Ferrari’s fashion show

Filippo Fior/IMAXTREE.COM

Women are part of the Ferrari myth, as active protagonists, since the start.

Employing a perfect balance of Ferrari nostalgia and cutting-edge power style that was indicative to a fiery and high-octane collection. The models and celebrities came down the runway like a luxury race car come to life. Out-of-the-ordinary color and fabric combinations are a key point to his synthesis of creativity demonstrated on the runway in a chic yet powerful expression of style.

Rocco Iannone, Ferrari’s Creative Director

Filippo Fior/IMAXTREE.COM

During a time when virtual runways have become the new norm and fashion houses have strayed away from lavish events, Ferrari took the fashion reigns with a call to arms and ushered in new possibilities of thoughtful tailoring and innovative fabrics with racy ensembles and androgynous silhouettes.

Although it is predicted that fashion week will be coming on full force in September 2021, for now Ferrari is first at the finish line!

Ferrari_look_052/Natalia Vodianova closing the Ferrari Fashion Show

“For me, it was vital to discover who were the icons of Ferrari. To me, Ferrari is a brand that is very much part of pop culture and music and the arts,”



“So, I tried to give sense to the idea of a Ferrari lifestyle. It always existed and that’s what I wanted to make a contemporary collection around.”

Rocco Iannone, Brand Diversification Creative Director, Ferrari
Ferrari fashion show - 1st collection - 2021-fashion designer Rocco Iannone - finish catwalk - cropped foto by Filippo Fior
Ferrari fashion show – 1st collection – 2021-fashion designer Rocco Iannone – finish catwalk – cropped foto by Filippo Fior

Source et images :
Ferrari
imaxtree
gorunway