The new fashion and lifestyle faces of the Ferrari brand

Just yesterday, Charles Leclerc and Carlos Sainz unveiled the new livery that will speed during the Monza Grand Prix, a yellow fin to pay homage to the 75th anniversary of the Cavallino. The two drivers will also wear yellow overalls and helmet, a color that has always been linked to the Maranello house, to make the event even more special. 

In recent weeks, the Maranello stable has taken significant steps towards its declared goal of developing itself also as a fashion brand. The vision of Rocco Iannone - Brand Diversification Creative Director - has seen its contours further defined in the latest autumn/winter 2022-23 campaign, which has reinterpreted the essential features of the Cavallino stable to transpose them into a collection that aims to achieve a harmonious fusion of fashion and technology elements. The traditional component of tailoring and the innovative one of design have thus been mixed, giving life to a series of looks elaborated under the banner of elegance and sustainability, in whose respect the choice of materials was made.

Also of great importance in this regard is the collaboration with Richard Mille, the Swiss luxury watchmaking brand that has made sport its main channel of sponsorship, through the figures of world-famous athletes such as Bubba Watson, Rafael Nadal and Lebron James and that shares with Ferrari the mantra of innovation and technological experimentation. The latest product of this long-standing partnership is the RM UP-01, the world's thinnest mechanical watch (with a case width of just 1.75 mm, thus surpassing even the Bulgari Octo Finissimo Ultra) produced in a limited edition of just 150 pieces, each worth close to $1.9 million. The watch has a clean and extremely elegant design, with the horse logo engraved on the titanium case and two small dials showing the time and the spring mechanism respectively. To sponsor this technological marvel, emblematic of the luxury typical of both Ferrari and Richard Mille, the brands used Charles Leclerc and Carlos Sainz. The two drivers and faces of the Rossa, who had already been at the centre of similar campaigns in the past, were portrayed in shots with the new RM UP-01 on their wrists.

Still on the subject of elegance and lifestyle within the walls of the Ferrari house, Charles Leclerc lent his image to Riva, the famous Italian luxury yacht manufacturer. The well-known brand of the Ferretti Group recently celebrated its 180th anniversary, the 100th anniversary of the birth of Carlo Riva and the 60th anniversary of the Aquarama - his creation and emblem of Made in Italy featured in numerous films and advertisements - with a gala at the Gran Teatro La Fenice in Venice. For the occasion, not only the Monegasque driver was the protagonist of some shots with a Riva boat in the background (always with his Richard Mille on his wrist), but he also joined the Italian movie star Pierfrancesco Favino and another style icon from the world of sport like David Beckham, as protagonist of the short film "Riva The Persuaders!" (inspired by the TV series "Attenti a quei due") in which the three of them sail aboard as many boats.

In conclusion, since that first show staged in Maranello more than a year ago, Ferrari's brand extension project has taken more and more shape, and what was - and still is - an iconic brand in the motoring and racing industry, is extending its sphere of influence into the universe of fashion and lifestyle.