What exactly is the difference between merchandising and fashion? To put it another way: When does a T-shirt or a cap with a logo simply pay for a brand – and when does such a T-shirt become a fashionable item of clothing?
The answer is not easy. Just think of the tennis shirt, which was first popularized by a certain Henri Lacoste in sports circles, and then also among his fans. Lacoste’s nickname “The Crocodile” also caused the first logo mania in fashion history. From then on, athletes and their equipment were considered the dream couple in the industry.
Car brands have a harder time; very few of us drive Formula 1 races. A cap or a T-shirt with the Ferrari logo can be bought at Italian petrol stations while passing through as a reminiscence of the myth of Italy, but also of a sports car with a starting price of over 200,000 francs. We are committed to a brand like a football team or a band whose concert we went to.
After the bolides come the blousons
Ferrari has now presented its first fashion collection. Not in Paris or Milan, but in Maranello, the Italian headquarters of the car factory, on a treadmill that normally transports artistically manufactured engines. The largely gender-unspecific fashion is intended to «expand the fan base, especially among young women; where they have always been part of the brand, which in turn was not well communicated ». This is how the designer speaks, who has earned his merit from Italian legends such as Giorgio Armani and Dolce & Gabbana.
A new promise, according to which the extraordinary qualities of the bolides should radiate on extra-wide blousons and logo-covered silk jackets, presented by highly endowed model legends. So much for the brand’s money-doesn’t-matter-nimbus, after all, you have to be able to afford a Ferrari.
Ferrari from XXXS to XXXL
At the same time, the company canteen was opened to the public as a gourmet temple and it was announced that Ferrari could soon have its first SUV and an electric model in just under four years. How should women be able to resist?
I especially like that the entire collection will be available in sizes XXXS to XXXL. The upgrading of Ferrari from the boxing slut hoard to the label of modern young people of all sizes and genders is perhaps the biggest news.
Lisa Feldmann already thought about the deeper meaning of our everyday lifestyle products as editor-in-chief of the magazine «Annabelle». Today you can read about it every second Saturday in Blick and on Instagram under feldmanntrommelt.