The Power of Desire

Ferrari SS24

It’s quite a unique position in the world of fashion for Rocco Iannone at Ferrari. Most creative directors of companies with a comparable financial background repeat and reinvent silhouettes and styles from their historical fashion archives season after season. Rocco on the other hand can dive deep into the outstanding carmaker history of Ferrari, yet fashion is nowhere to be found. In his case, we witness the creation of new fashion codes on a budget, most brands are longing for.

These fashion codes do not thrive on mere visual inspirations but on the emotions which the Ferrari brand evokes. Most powerful: the Desire. The passionate desire for excellence and elegance, in design, performance, aesthetics and innovation - wether cars or clothes, the concept works nevertheless.

With his fifth collection for Spring Summer 2024, the house codes are set in racing, workwear and tailoring. Playing with volume and vary in length, the human body is at center. Starting light, the first six looks came in white napa leather followed by dazzling knitwear. A subtle prancing horse logo print enriches flesh tone leather. Three looks of super light knitwear pick up the omnipresent underwear trend before blue utility wear in washed denim takes over.

The navy blue wool jumpsuits and dresses shift gears from day to evening and a variety of navy blue wool suits and more experimental, technical nylon looks break through. With sunglasses and leather gloves, hints to motorsport are strong in all looks - but for the grand finale it’s Ferrari red in all its glory.

Leaving the set at Teatro Alcione Smalltalk among guests casually declares Ferrari’s Cavallino Rapante to maybe the best Fashion Logo out there, simple, elegant, desirable.

Simon Riepe
via Loews Communitation
September 29, 2023
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