FERRARI LAUNCH HIGH-FASHION COLLECTION

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Looks from Ferrari's first fashion show.

The Italian company renowned for its Formula 1 racing team and high-powered sports cars adorned with the Cavallino Rampante logo is launched a fashion collection on Sunday and reopened a restaurant in its hometown of Maranello two days later.

The clothing line comes from creative director and former Armani designer Rocco Iannone while Michelin-starred Italian chef Massimo Bottura is relaunching the restaurant where founder Enzo Ferrari once dined with friends and Formula 1 stars.

Nicola Boari, Ferrari’s chief brand diversification officer, told Reuters the aim was to reach new clients “in terms of both age and culture” – beyond its racing fans and sports car clients who already covet its branded jackets, T-shirts and hats.

The customer base for Ferrari’s cars is limited by design to under 10,000 vehicles a year – fewer clients than Bottura’s new restaurant could serve in the same time – and the luxury carmaker has said it hoped its so-called brand extension strategy would account for 10% of profits within a decade.

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