Ferrari, a new boutique in Rome translating the spirit of the Prancing Horse into fashion

When Rocco Iannone took over Ferrari 's new Fashion division in 2019, he began by observing the construction of the engines, the chassis materials, and the color palette, from the iconic Rosso to Giallo Modena, the symbol of the Este family. He accepted the challenge of translating into fashion the elements that have made Ferrari a symbol of technical excellence and Made in Italy style worldwide.

Rocco Iannone

It's no coincidence, then, that in June 2021, the first Ferrari collection fashion show was staged in the historic Maranello plant, on the V12 engine assembly line. And Ferrari's values and aesthetics have also inspired the concept of Ferrari stores around the world, currently present in Milan (Maranello, of course), Miami, Atlanta, and American Dream, New Jersey. This list was expanded in March with the new Rome boutique, relocated from Via Tomacelli, where it opened in 2022, to a 120-square-meter 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 designer creations such as the Nvl table by MDF Italia designed by Jean Nouvel, lacquered in Ferrari Red, as well as details in Alcantara, a patented Japanese fabric used in the automotive industry and made in the Nera Montoro factory in Umbria. A collective store, like a workshop: "The workshop is, in effect, the physical and emotional space within which the Ferrari universe takes shape and substance," explains Iannone. "For us, Officina means research, experimentation, and a look to the future; it's a place where technological innovation and manual craftsmanship guide our intentions in creating our products. A concept we also wanted to express through the choices we made for the store."

A look from the Ferrari FW 25-26 collection

In Ferrari's wearable creations, innovative automotive materials meet high-end Italian craftsmanship, thanks to a network of manufacturers involved in their creation. For example, the Maranello clutch is a bag shaped like a Ferrari Daytona SP3 and is crafted in Maranello by the same artisans who produce the cars, using the same techniques. The fabric of the sculptural cape, naturally Ferrari Red, worn by Lavinia Elkann (Ferrari is a brand majority-owned by the Exor holding company, of which her husband, John Elkann, is chairman) at the recent Met Gala in New York was composed of silk blended with transparent technical fibers.

The new capsule collection developed by Iannone with Scuderia Ferrari HP driver Charles Leclerc also includes a special version of the Nello The Ferrari Tool Case bag, shaped like a mechanic's toolbox, with metal bolts and fringes evoking the Prancing Horse's mane. "The unique nature of our brand gives me the opportunity to connect multiple disciplines, creating fascinating linguistic crossovers that then inform the development of the collections," Iannone continues. "This is how we manage to bring not only innovation, but also a distinctive language that seeks to enhance and affirm Ferrari's uniqueness once again."