Ferrari SS24 Is the Epitome of Luxury and Desire
The brand’s fifth collection reflected its consumers’ premium mindset, keeping wishful thinking and race-ready wardrobes at the fore.
Rocco Iannone‘s Ferrari has kicked off day four of Milan Fashion Week, accelerating into the city’s Teatro Alcione. The car manufacturer continues to cement itself in the global fashion landscape, revealing its fifth seasonal collection that oozed with desire.
For Spring/Summer 2024, Ferrari crafted a transitional collection to take you from city to race track in a flash. The designer was inspired by Ferrari’s premium heritage, seeing luxurious cravings overrule all else. Dreams become a reality in the Ferrari universe, channeled into a sensual collection grounded in fantasy.
Models strolled around a circular runway on a loop, slowly revealing a gradient offering that ranged from delicate nudes to bold reds. A slew of white looks kicked things off, seeing puffed-sleeve leather dresses find athletic grounds with elbow-length racing gloves. Ferrari-branded underwear peeked through tonal car coats and belted bottoms, transitioning into Rocco’s denim branch.
Faded boiler suits were accessorized with glistening bullet jewelry and structured weekender bags, succeeded by two-toned overalls with quilted chest pockets. Silk orange uniforms were off to the races with yellowed goggles to protect from speedy winds. The brand’s trademark red tone rounded out the SS24 collection, drowning patent leather ensembles that reflect its wishful identity.
Speaking to Hypebeast backstage, Rocco Iannone says:
“This collection expresses the power of desire, it is a very important feeling that everyone experiences when approaching our brand. Desire pushes our boundaries and makes us reach our full potential. I always ask myself what is in the mind of someone buying Ferrari, approaching the brand with a sense of devotion and desire. These questions pushed me to create the collection. It is very intimate and focused, with only eight product stories and seven colors, emphasizing and leveraging this throughout the collection.
For this reason, you can see an evolution of colors from white to nude, jeans, and ending with powerful red. It helped me stay focused on the messaging, shapes, and quality, especially giving a clear sense of what Ferrari means to me. Power, eroticism, and sensuality.
The most important thing for me is to continue expressing the meaning of performance, technology, anatomy, power, and luxury across Ferrari clothing.”
Take a closer look at Ferrari’s SS24 collection in the gallery above, and stay tuned for more Milan Fashion Week content on Hypebeast.
Elsewhere, BOSS opened the gates to its Techtopia intelligence lab for SS24.
