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Vroom vroom! Moving from sports cars to sportswear, the legendary automotive brand Ferrari has introduced itself anew as a fashion company. Under the guidance of its creative director Rocco Iannone, formerly employed by the Armani fashion label, Ferrari debuted its first collection in June with 52 high-fashion “looks,” nearly all of them unisex. The fashion show took place at Ferrari headquarters in Maranello, Italy. It featured lots of fashionable jackets, along with other pieces made of silks, reflective tape, and seatbelt webbing, in colors associated with the fancy cars—bright yellow, red, blue. The company is also opening a retail concept and a restaurant. For some observers, it’s not entirely clear why a car company would pitch a fashion line (or an eatery). But Vogue posited that the aim was to draw in consumers who traditionally had not been interested in, engaged by, or able to afford a $200,000 car. In the company’s effort to “build a bridge to a wider audience,” Ferrari recognizes that not everyone can drive a fast car. But virtually everyone can wear some flashy clothes.

Source: Laura Rysman, “Ferrari Is Racing into Fashion,” The New York Times, June 16, 2021; Luke Leitch, “Ferrari Spring 2022 Ready-To-Wear,” Vogue, June 13, 2021