Ferrari Set to Open New London Flagship in March
Next March, Ferrari will unveil its new London flagship on an 800-square-meter corner site at New Bond Street and Piccadilly. The location is significant, as it influenced Rocco Iannone’s pre-fall collection mood board, which drew inspiration from a mix of British aristocracy, ranging from royals to rebels. The collection itself embraced distinct British codes, featuring wool-and-cashmere Prince of Wales checks, shirting-cotton mini-dresses, and stone washed corduroy pieces.
Despite the British influence, the collection remains true to Iannone’s vision of Ferrari as a lifestyle brand rather than just a car manufacturer. With Pre representing 80% of the brand’s total offer, the collection aims to resonate with Ferrari’s existing client base while staying true to the brand’s essence.
The collection includes a new line of men’s satchels and gear bags, highlighting leather goods as a key category for Ferrari. Leather outerwear also takes center stage, with pieces like double-breasted oxblood cabans and crackled-leather shearlings. The lineup also features calfskin work jackets and suede bombers with racing-inspired details.
Knitwear, particularly sweaters, holds a significant position in Ferrari’s commercial lineup. The collection includes waffle-knit polo sweaters, cashmere twinsets, and fringed cashmere sweaters and dresses. Notably, some pieces are devoid of logos, emphasizing the product’s quality and design.
Ferrari’s signature elements, like the prancing-horse logo, are subtly incorporated into the collection through detachable brooches. The brand’s craftsmanship roots are highlighted through industrial details like bolt-head rivets and technical drawings of metal hardware used in the collection.
Materials used in the collection bridge the gap between cars and fashion, with wool tailoring fabrics made from Ferrari’s Q-cycle yarns and small leather goods crafted from Poltrona Frau hides originally intended for vehicle upholstery.
Iannone’s design philosophy focuses on luxury with a twist, blending classic elements with modern touches. As he prepares for his 10th runway show with Ferrari, Iannone’s confidence in steering the brand’s fashion direction is evident.
