Rocco Iannone-The Ferrari Fashion Creative Visionary | Living Lab

Will FERRARI Rewrite Fashion’s Future?

Ferrari Fashion's new collection is masculine, powerful and part of the fashion conversation.

Ferrari fashion

Ferrari Fashion – Ferrari’s transformation into a high-fashion brand is driven by Rocco Iannone’s distinctive creative vision.

Drawing inspiration from sculptural forms in Joshua Tree and artisan craftsmanship in Calabria, Iannone reinterprets Ferrari’s core identity through innovative design.

His collections blend the precision of automotive engineering with the rich narratives of luxury fashion, creating a new legacy for Ferrari where performance meets artistry.

Simone Esposito Founder Living Lab

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Ferrari’s Fashion Evolution: Rocco Iannone's Vision of Legacy and Luxury

Fashion is a great way to reach a bigger audience and make the brand relevant to people’s lifestyles

Nicola Boari Ferrari’s Chief Brand Diversification Officer.

Luxury car brands and fashion have flirted for decades. Luxury car brands in fashion were generally one off collaborations designed for hype, not heritage. Nothing wrong with that of course. Fashion is fleeting by nature. And that’s fine. Think Porsche x Rimowa’s sleek luggage, Mercedes-AMG x Palace’s streetwear drop, and Maserati’s dalliance with Hiroshi Fujiwara. All visually compelling, all strategically placed on the right influencers—but not exactly built to last.

Now, Ferrari are finding clean air in the Ferrari fashion-automotive crossover—Are they in pole position?

The Visionary Behind Ferrari’s Fashion move

Rocco Iannone honed his craft at Dolce & Gabbana, Giorgio Armani, and Pal Zileri. But Ferrari isn’t a fashion house. So Iannone’s approach wasn’t hurried. He spent two years immersed in Ferrari’s heritage and identity, understanding the DNA that defines the marque.

Ferrari Purosangue black suit from the Fall 2024 collection, blending contemporary art and design

Ferrari 2025 fashion collection runway look, showcasing luxury materials and aerodynamic design!

Model wearing Ferrari’s precision-crafted leather outfit at Milan Fashion Week 2025

Milan Fashion Week 2025: Ferrari's high-fashion debut, redefining luxury automotive aesthetics

Ferrari 2025 fashion collection runway look, showcasing luxury materials and feathered design

Ferrari collection detail showing design influences from Mediterranean landscapes and cultural heritage

In Joshua Tree, I saw art in nature’s architecture

Rocco Iannone

For Iannone, fashion goes beyond co-branded collections or logo-centric releases. It focuses on translating Ferrari’s essence—precision, performance, and elegance—into wearable art. His collections feature a distinct narrative depth, drawing inspiration from his personal journey and a deep respect for craftsmanship.

Iannone has taken that ethos and shaped it into couture, layering Ferrari’s heritage with the tactile language of luxury fashion.

the Art in Engineering: A Design Philosophy

Iannone’s Ferrari fashion design process is as meticulous as the engineering behind Ferrari’s iconic machines. His inspirations are derived from landscapes, personal memories, and artistic encounters, which add depth and authenticity to his creations.

“In Joshua Tree, I saw art in nature’s architecture,” he reflects. The jagged, sculptural forms of the desert informed the structured silhouettes and organic textures of his designs.
Calabria’s ancient craftsmanship is evident in his collections. Iannone deeply respects the artisans who shape multicolored ceramics using techniques that can be traced back to ancient Greece. Their commitment to form and finish reflects Ferrari’s dedication to excellence.
Even personal mementoes shape his vision. An onyx ring, gifted by his art teacher and symbolizing his early creative awakening, illustrates the layers of narrative that enrich every collection.

The Ferrari Difference - Beyond Hype

Rocco's aesthetic captures Ferrari’s racing heritage without falling into clichés. Its creative, masculine, and powerful. The use of the Ferrari logo is understated, avoiding the “merchandise” trap that other auto brands sometimes fall into.

Simone Esposito Living Lab Founder

Other collaborations like Balenciaga x Lamborghini lean heavily on immediacy and social media clout, Ferrari’s approach is slower, and more deliberate. It’s a Living Lab tenet that we only collaborate where there is a genuine story to tell and Ferrari has taken this ethos and turned it inward, choosing not to collaborate but to create.

Milan Fashion Week 2025: Precision Meets Poetry

Ferrari’s Fall 2025 collection, presented at Milan Fashion Week, was a masterclass in heritage and reinvention. Inspired by the concept of Officina—the workshop as both a garage and an atelier—the collection fused industrial precision with artisanal craftsmanship.

- Devoré fabrics – Living Lab likes this. The sheer, velvety effect, are created using an engraving technique, referencing engineered surfaces
- Instinctively dyed leathers – echoing the rich patina of performance materials
- Hand-stitched denim – a nod to Ferrari’s meticulous craftsmanship

F1 - The New Luxury Fashion Incubator

Its good to see Ferrari Fashion stepping away from logos and fandom into style. Ferrari are a cultural powerhouse. They should be setting trends, influencing style, and reshaping the fashion industry.

Mark Alexander Living Lab CEO and Founder

Formula 1 is already becoming a runway of its own. Drivers like Lewis Hamilton have turned paddocks into fashion catwalks, collaborating with Dior, Bottega Veneta, and Tommy Hilfiger. The sport’s Netflix-fuelled boom has created a new cultural canvas, blending speed with style. From racetrack to runway, Formula 1 is fast becoming fashion’s most unexpected playground.

- Lewis Hamilton has turned his Dior, Bottega Veneta, and Tommy Hilfiger partnerships into an extension of his personal brand.
- Luxury activations in Monaco have transformed F1 into a high-fashion spectacle.
- The sport’s Netflix-fuelled boom has attracted a new, younger audience hungry for the aesthetic of speed and exclusivity.

But only Ferrari has taken the final leap—from collaboration to creation.

Formula 1 is already becoming a runway of its own. But while F1 drivers may be fashion’s new influencers, Ferrari has gone one step further, embedding fashion into its core identity. It’s not just about what you wear; it’s about how you embody the brand.

Will Other's Follow Ferrari’s Lead?

Ferrari’s fashion evolution poses questions for the automotive industry. Is better to stay nimble and partner with a series of luxury brand for marketing clout. Our should they go where life seems to be taking them into developing a fully fledged lifestyle brand around their strong auto True relevance comes from crafting narratives, building on heritage, and translating brand DNA into cultural touchpoints that resonate deeply.

The question isn’t whether other marques can mimic Ferrari’s success but whether they have the cultural authenticity and creative depth to do so.

The landscape is shifting. What was once a branding exercise is evolving into a genuine crossover between automotive and fashion.

What’s Next?

- Will Bugatti or Aston Martin follow Ferrari’s path?
- Can Porsche’s minimalist aesthetic translate into a full-fledged fashion label?
- Will Formula 1 drivers become the next NBA-level fashion influencers?

One thing is clear: The era of logo-swaps and hype-fuelled streetwear collabs is over. Luxury car brands must now choose between fleeting relevance or lasting influence.