«Rooted in the territory, layered over time»: in the backstage at Ferrari's latest show Creative director Rocco Iannone tells us about the brand's SS23 collection

«Since I've been in Ferrari I've been embarking on a kind of journey», said Rocco Iannone before Ferrari's Milan show, the third since the brand expanded into fashion, and which was staged Sunday morning at Milan's Teatro Lirico. «Theater is the quintessential place where stories are told and enjoyed», explained Iannone, recounting how, for this collection, the humanistic component of the Ferrari brand, «rooted in the territory and layered over time», had equal if not greater weight than the structural and technological elements, the protagonists of the brand's first two shows. «What I am trying to do for Ferrari fashion is to create a narrative where each show adds a chapter. [...] It is a cultural journey within the various inspirations that such an important brand, so powerful and so multifaceted, is able to offer». In fact, compared to the first two outings, Ferrari's SS23 collection relied less on logomania and more on pure silhouettes and materials, limiting the references to the automotive world proper with the dual presence on the runway of the racing suits of Carlos Sainz and Charles Leclerc whose silhouettes were transformed into additional suits that immediately recall the world of Formula 1, which, especially after the success of the latest Netflix documentaries, Iannone calls «a media platform of tremendous power and charisma».

More than the others, this is a collection that looks to the future and aims to make Ferrari's fashion stand on its own two feet. After all, the operation is as promising as it is ambitious: given the brand's immense cultural capital, Ferrari fully represents the idea of cross-sector luxury. «What we are doing now is building different parallels to what the automotive universe is, making sure that we emancipate them, make them credible, and build them steadily brick by brick», Iannone concludes. «In the future, I hope that this building around the brand will come to the public in a precise way through an unambiguous lens, clear in terms of values and image».