Targeting

Ferrari Enters Luxury Fashion, Targeting Uninitiated Youth

Maranello, Italy (AP) — Ferrari V12 production cars were suspended over the factory floor Sunday night as the 74-year-old luxury carmaker launched a new era as a lifestyles brand, with a runway show unveiling its first ready-to-wear collection targeting a younger generation that might not be aware of its Formula One racing pedigree and coveted performance street cars.

Models walked along the halted production line in a symbolic gesture that underlined the creative interplay between Ferrari’s long lineage of sleek, curved automotive bodies and the fashion line by creative director Rocco Iannone, strong on structured outwear contrasting with fluid, bright printed silks in Ferrari red, Scuderia yellow and electric blue.

Iannone’s collection could easily have narrowly targeted Ferrari’s already loyal customer base — mostly more mature consumers who fill waiting lists for the nearly 10,000 annual production of luxury cars that start around $200,000 — with more staid driving clothes

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