Ferrari, a new boutique in Rome to translate the spirit of the Prancing Horse into fashion
A space opened in Piazza di Spagna for the collections created by Rocco Iannone, which interpret the innovation and craftsmanship of Maranello cars
3' min read
3' min read
When Rocco Iannone took the helm of the new Fashion division of Ferrari in 2019, he started by observing the construction of the engines, the materials of the chassis, the colour palette, from the iconic Rosso to Giallo Modena, symbol of the Dukes of Este. And he accepted the challenge of translating into fashion the elements that have made Ferrari a symbol of technical excellence and Italian-made style around the world.
It is no coincidence, then, that in June 2021, the first fashion show of the Ferrari collection was staged right in the historic Maranello factory, on the V12 engine assembly line. And that Ferrari's values and aesthetics have also inspired the concept of Ferrari's shops around the world, now present in Milan, Maranello of course, Miami, Atlanta and American Dream, in New Jersey, a list that was enriched in March by the new boutique in Rome, relocated from Via Tomacelli, where it had opened in 2022, to a 120 square metre space overlooking Piazza di Spagna, in the heart of the city's luxury shopping district.
A space conceived as an ecosystem of made-in-Italy excellence, with design creations such as the Nvl table by Mdf Italia designed by Jean Nouvel, lacquered Ferrari Red, as well as details in Alcantara, a Japanese patent fabric that is a protagonist of the automotive industry and made in the Nera Montoro plant in Umbria. A collective shop, like a workshop: "The workshop is in fact the physical and emotional space within which the Ferrari universe takes shape and substance," explains Iannone. "For us, Officina means research, experimentation and looking to the future; it is a place where technological innovation and manual craftsmanship guide our intentions in creating our products. A concept that we also wanted to express through the choices we developed for the shop'.
In Ferrari's wearable creations, innovative automotive materials meet high Italian craftsmanship, thanks to a chain of manufactures involved in their creation. For example, the Maranello clutch is a handbag in the shape of the Ferrari Daytona SP3 and is made in Maranello by the same craftsmen who produce the cars and with the same techniques; the fabric of the cape, obviously Ferrari Red, with sculptural forms worn by Lavinia Elkann (Ferrari is a brand controlled for the majority share by the holding Exor, of which her husband John Elkann is chairman) at the recent Met Gala in New York was composed of silk mixed with transparent technical fibres.
In the new capsule collection developed by Iannone together with Scuderia Ferrari HP driver Charles Leclerc, there is also a special version of the Nello bag The Ferrari Tool Case, with a shape inspired by mechanics' toolboxes, with metal bolts and fringes evoking the mane of the Prancing Horse. "The uniqueness of our brand gives me the opportunity to connect several disciplines together, creating very fascinating linguistic crossovers that then flow into the development of the collections," continues Iannone. "This is how we manage to bring not only innovation, but also a peculiar language that wants to enhance and affirm once again the uniqueness of Ferrari.
