Ferrari’s FW26 fashion campaign uses the Scaglietti Factory as a setting for a study of material, skin and mechanical craft.
Fashion moves inside Ferrari’s coachbuilding history
Ferrari has photographed its FW26 advertising campaign at the Scaglietti Factory, using the industrial setting as part of the collection’s visual language. Photographer Rafael Pavarotti works with models Mila Van Eeten and Fernando Cabral against surfaces associated with Ferrari body construction and craft.
The location carries particular significance because Sergio Scaglietti was one of Enzo Ferrari’s closest collaborators. His coachbuilding work turned drawings and ideas into physical forms, making the factory a natural backdrop for a collection concerned with texture and material transformation.
Clothing is treated like another engineered skin
Creative Director Rocco Iannone frames the collection around the relationship between the human body and the surfaces that cover it. Paint functions as the skin of a car, while fabric becomes an architecture around the wearer.
Raking light is used to reveal grain, weight and surface texture rather than flatten the clothes into simple silhouettes. The campaign therefore asks viewers to notice materials with the same attention normally reserved for leather, carbon, paint and metal on a car.
Ferrari’s lifestyle world is becoming more coherent
The campaign shows how Ferrari is trying to connect cars, fashion and design through common ideas rather than simple logo placement. Craft, surface quality and movement become shared themes across very different products.
For collectors who already specify cars and yachts through materials and colour, that approach can feel more credible than ordinary branded merchandise. The fashion becomes another expression of the same interest in form, finish and personal identity.
Source
Ferrari