Ferrari is not just a car, it’s a lifestyle. With Rocco Iannone, Ferrari Style Creative Director, comfortably in the driver’s seat, the brand is expanding its reach so that everyone can be in a Ferrari—whether it’s an F40 or a fringe sweater. For a smooth ride through Iannone’s process and inspiration, make sure to call shotgun.

VMAN: What would you say are the ideals at the core of the Ferrari aesthetic?

Rocco Iannone: Excellence as the result of dedication, which takes shape from passion. It’s an expression of elegance, power and desire.

VM: Most brands have an archive of clothing to reference when building out a collection, but Ferrari has an archive of cars. What are the advantages of that? What are the challenges?

RI: For me, it’s the most fascinating aspect, because … it’s a big opportunity to exit from my own landscape… Obviously, at the beginning, it was a big challenge giving shape to an aesthetical set of codes coming from the automotive world… But step by step I’m finding my way in the creative process, where my vision and expertise coexist with the powerful environment of the brand.

VM: How do you maintain the brand’s identity and codes while completely switching design disciplines?

RI: When I started my journey as Ferrari’s Creative Director, I opted for a very respectful and loyal approach toward the visual identity and the heritage of Ferrari. I have deeply investigated how and why the brand has become a cult in the collective imagination. Even if it’s a matter of fact that Ferrari has never entered the fashion system before, at the same time we are talking about a brand which is inextricably bound to the culture and lifestyle. And that’s one of the main inspiration sources and the starting point of the collection.

VM: Who is the Ferrari wearer?

RI: We like to consider our customers as style pioneers rather than followers of trends, although they pay attention to and are informed about what is happening in the world of luxury. Apart from the central aspect of comfort, those who choose to wear Ferrari garments do so because they appreciate the know-how and craftsmanship. We are talking about cultured, independent people; confident but never pretentious, high-profile but never overbearing, people who travel out of interest and not just for fun, who are curious but never reckless in their choices. For them, fashion is a means of expression, a fluid territory of experimentation and innovation, a universe of beauty that must adapt to one’s personality and not the other way around.

VM: The brand’s FW23 collection sits at the intersection of workwear and street style–with a healthy dose of pink! What can you tell us about this collection?

RI: The starting point for the development of the collection was the answer to a question about the concept of beauty and what it represents for Ferrari. Beauty is thus explored from a perspective entirely unique to the Ferrari brand, which expresses it through its design, sensual lines, absolute volumes, and balanced forms. And it’s always in motion. This was the title of the collection: “Beauty in Motion.” And the reason why the pink was strongly present [is] as a different way to investigate our iconic color: The Red! Pink is a red in progress.

VM: What does the future look like for Ferrari Style? What about it excites you?

RI: We are in the process of building a whole Ferrari Lifestyle. It’s an ongoing journey and I am thrilled to be working on a project that hopefully will become a representation of a whole lifestyle which expands, through new opportunities, the automotive soul of Ferrari.

“Ferrari has never entered the fashion system before. At the same time, we are talking about a brand which is inextricably bound
to the culture and lifestyle. And that’s one of the main inspiration sources and the starting point of the collection.” —Rocco Iannone

This story appears in the pages of VMAN 51: now available for purchase!

Photography Alvaro Beamud Cortés

Fashion Maria Giulia Riva 

Grooming Luciano Chiarello

Hair Lorenzo Barcella (Julian Watson Agency)

Models Emily Roesch (Fabbrica), Iasmin Silva (Monster), Thomas Schimidt (Next), Jinchao Xu (D’Men), Holly Nicole (Next), Alexander Tesini (Elite), Stephen (Brave), Taino Uppal (Fashion), Noud Verstegen (The Claw), Siemen van Lierop (Independent), Lindsey Ludolphij (Why Not), Caden Owen (Independent) 

Manicure Barbara Coroli (Julian Watson Agency)

Set design Annalisa Nieddu

Casting director Mattia Marazzi

Producer Elena Sophia Ivaldi

Digital technician Giulia Diegoli

Photo assistants Simone Triacca, Davide Santinelli

Stylist assistant Stefania Furiosi

Makeup assistants Valentina Raimondi, Naike Bilardo

Hair assistants Giuseppe Sestito, Filippo Calì, Elvira Nicole Bellanti

Manicure assistant Ikram Jerouane

Set design assistant Federica Manca

Production assistant Sara Caligara

Location Erreci Studio