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 in the idea 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.

AOC hasn’t studied Ferrari’s use of materials and artisan manufacturing in its clothing production. But we assume that Ferrari is translating these cerebral and emotional feelings of respect and desire for the high-performance automobile into enthusiasm and open-to-receive support for its evolution into a luxury lifestyle brand.

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.

Most fashion people are quick to embrace quiet luxury as defined by an understated design attitude, and the use of impeccable materials and construction techniques that render the product ‘timeless’ and of high value. As an automobile, Ferrari possesses that DNA.

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.

Bottom line, if brands and marketing are your professional passion, Ferrari is worth an investigation. I would build this concept top down, though. I read some executive comment about everyone being able to own a piece of Ferrari. I would not go that far.

Rocco Iannone seems to have a solid handle on how to execute a mix of high-pedigree understandable designs with modern verve. In a few cases he runs off the road, and that is good for this brand project. It helps the Ferrari look to stand out. The designs aren’t as sexy as Tom Ford, but I feel his vibe, which is good.

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