Ferrari Spring 2027 Ready-to-Wear

In the same way that a lover of Louis Vuitton luggage may want to dine at an LV-branded cafe, or a Dior addict may want to rest their head on a Dior pillow on a Dior bed at a Dior hotel, why wouldn’t an aficionado of Ferrari sportscars not want to wear a plush jacket or a sleek pair of pants from the Italian automobile company?

“Look at what Louis Vuitton is doing—they are becoming the first sponsor at F1,” says Rocco Iannone, creative director of Ferrari’s ready-to-wear collection. “They are too big to sell only small leather goods and bags. So they need to enlarge their experiences.”

“Luxury,” he added, “is becoming very multidimensional.”

Iannone was at Ferrari’s newly opened Soho boutique, in a former Nespresso space directly opposite the Prada store (all three brands are Italian icons, in their own way, if you think about it). The store is all sinuous lines of burnished steel, evoking the monumentality of a Richard Serra sculpture, set off against concrete, glass, and leather. Downstairs is the brand’s more commercial collection, with a stand of logo baseball caps and small accessories like pens and keychains on display,

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