Ferrari Style creative director Rocco Iannone thinks of himself as “a builder of projects that result from a dialogue season after season with the Ferraristi, who experience Ferrarismo as a way of being. Listening to them in a constant exchange strengthened in time, always protecting the brand.” This partnership with the community, sharing “the Ferrari state of mind, does not reduce the creativity, on the contrary,” believes Iannone.
Therefore, as a starting point for the season, he asked himself what meaning Ferrari has in the lives of Ferraristi, delivering a wardrobe-builder collection where “form follows fiction as much as function.”
This sensibility has helped him also build a relationship with the music community, as his designs for Ferrari have garnered the attention of several A-list performers, from Beyoncé Knowles-Carter and Blackpink’s Lisa to Usher, Becky G and Dove Cameron, finding similarities with Ferrari owners. “They seek empowerment, communicating confidence and sexiness, without theatrical looks.”
Whatever the thinking behind the collections, Iannone is a master in researching materials and technologies and adapting them to designs that blend tailoring with sportswear.
With New York on his mind ahead of the opening of a Ferrari Style flagship in the fall, Iannone’s mood board displayed photos of the city, and Sylvester Stallone, Patti Hansen posing for Calvin Klein and Goldie Hawn next to iconic Ferrari cars.
Dubbed “Intro Collection,” the resort lineup further elevated the artisanal touch and preciousness of the fabrics, adding tactile surfaces. Cue bomber jackets in suede with a collar in the same material treated to look like corduroy, or in glossy leather, resin-coated denim, and technical canvas. “Bombers are our bestsellers,” Iannone revealed, followed by bags — including the squishy Pillow bag — and sweatshirts.
Denim was mixed with Ferrari’s trademarked Q-cycle material derived from the processing of waste tires. A trench was modernized in a cotton and rubber blend. Iannone again pored over proportions, constructions, volumes, cuts and pleats that added structure yet lightness to the garments.
Tracksuits are never an afterthought for Iannone, who’s well aware of its symbolic relevance for the brand, developing them here in cashmere or linen. Further referencing Ferrari’s heritage, loafers evolved from driving shoes.
He conceived a new subtle monogram motif with the brand’s signature Prancing Horse that can be mistaken for pied-de-poule, seen on perfectly tailored suits. “I love twinsets,” he confessed, showing a few of these, also in cable knit, or in a longer dress version.
The color palette ranged from neutrals, saddle leather and chocolate brown to brick red and Ferrari red with touches of denim and deep blue.
