Ferrari's non-automobile business is changing.
This is evident from the recent appointment of Rocco Iannone, new creative director at home, responsible for the diversification of the brand. A defector of Pal Zileri, which he had been directing for two years, the designer also made his homework at Dolce & Gabbana and Giorgio Armani. His mission will be the development of the content, concept and image of Ferrari-branded clothing and accessories, whether licensed or proprietary.
A large-scale project would be under preparation under his supervision. If this is not the first incursion of the firm in the field of lifestyle and fashion, this first collection should carry more DNA brand of the prancing horse. For Mr. Iannone, the challenge remains to "work with Ferrari's values and reinterpret them in fashion. "In terms of clothing, the creative director will be able to rely on the expertise of Giorgio Armani: a long-term agreement links the house with the manufacturer, allowing the development of made-in-Italy pieces.
The project will be nourished by the two souls of the Italian company: the "passion" of Formula 1, and the mix of hyper design, aesthetics, luxury and beauty that shape the image of the Grand division Group tourism. The first pieces should, in the words of the designer, "move away from merchandising", the latter continuing to exist in parallel with this development. If Louis Camilleri, CEO of Ferrari SpA, wants to reduce the number of products under license, he himself estimated that the new activities of the manufacturer in the non-automotive field could represent 10% of profits in seven to ten years.