Ferrari has released its Fall 2023 campaign by Creative Director Rocco Iannone. German photographer born in Seoul Heji Shin [IG] turns her focus to models/influencer Anthi Fakidari, Chloe Oh, and Jean Carlo Leon, in images styled by Jacob K. / Hair by Franco Gobbi; makeup by Arianna Cattarin

The luxury car sector is nearly twice as large as the luxury personal goods category, according to Anita Balchandani, senior partner at management consultancy McKinsey, who leads on fashion and luxury in EMEA [Europe, the Middle East and Africa.] She is among the marketing experts who believes that Ferrari can become a luxury lifestyle brand.

“My motors have a soul,” said Enzo Ferrari famously. AOC doesn’t pretend to be an expert on the luxury car market. But we are deeply invested in all things Italian and just took at look at this Fall 2023 Ferrari fashion campaign.

If customers support the ‘spirit’ of their Ferrari supercars, and with a quiet laugh, consider them treasured members of the family, this is a quiet luxury power to be harnessed — even if we’re looking at a Formula One racing car.

Ferrari is for winners or an appreciation of winning — based on merit and top performance. And rather than a made-up concept, there’s significant brand DNA to work with when turning to marketing and designing other products that carry the Ferrari name.

It also has a sophisticated and daring brand bravura that is deliberately absent from both Loro Piana and Brunello Cucinelli. That boldness is most likely expressed through modern details and silhouettes, evolutionary fabrications and unisex design.

Most important, the design attitude doesn’t feel bourgeois to me. It feels Italian, not French. It reads “not so quiet” luxury but the ‘timeless’ quality is there in the images. Call AOC intrigued. ~ Anne