The dream of Ferrari brought on stage during the fashion show at the Teatro Lirico Giorgio Gaber in Milan inspires the new advertising campaign devised by expert Paolo Roversi as an artistic sequence of visual works interpreted Mariacarla Boscono and Rapha Keijzer, today’s icons who perfectly embody the style and the values of the collection.
This is a tangible and powerful dream that Ferrari brough to life through the milestones, successes and memorable goals achieved thanks to the values that still guide the brand. This dream encapsulates self-expression, passion and freedom, with a constant drive towards the extraordinary. It is the dream that Enzo Ferrari turned into reality by transforming the Prancing Horse into an icon of style and innovation worldwide. Today creative director Rocco Iannone is projecting this idea of dream as the epitome of modern and timeless beauty.
On the Ferrari’s universally recognisable red background, Roversi works his magic with light and shadow to sculpt and frame the silhouettes with the same energy and emotion of the dream that started it all.
Mariacarla is the quintessence of the Ferrari woman, a traveller and experimenter of the present who uses fashion as a tool to express herself and explore the border between masculine and feminine. At her side is Rapha, with his classic yet decisive charm, like every expression of the Ferrari universe. His representation of masculinity contrasts between practicality and elegance, reminiscent of the constant connection between car and man, at the centre of the Ferrari universe.
The looks portrayed celebrate the collection’s three fundamental elements, bringing the sartorial and artisan value of each shape, fabric and detail to the forefront. The workwear is reinterpreted and elevated using the leather’s exquisite duality, and the meticulous execution of the embroideries made using reconditioned screws and bolts from the Maranello production lines.
The cotton drill suits are a nod to work uniforms with a sartorial approach, with a precise vision of folds darts, ergonomic cuts and light drapes.
The Ferrari Suit: iconic overalls in buttery soft Nappa leather for every season, is broken down to give life to an ultimate dress, a symbol of fluidity and dialogue between genders.
The glittering Los Angeles nights reflect on the surface of made-to-order garments which evoke the pure Hollywood glamour in a collection that pays homage to the unbreakable link between Ferrari and the lifestyle of film stars.
The accessories follow the same path of Italian craft and creativity, revealing camouflage palm motifs, natural shades and metallic effects. In all photos, the mini tote bag stands out as one of the most distinctive Ferrari products. It was designed to outlast the trends and seasons with its simple and compact shape, enhanced by a series of relief motifs stamped on the surface using high frequency techniques.
Paolo Roversi’s visual works are accompanied by a campaign video directed by Francesco Roversi.
