Ferrari’s Spring/Summer 2025 advertising campaign introduces “The Ferrari Cabinet,” a collection that merges creative vision with aesthetic significance. Crafted by Creative Director Rocco Iannone, the campaign transforms a conceptual wardrobe into a deeply personal and physical space. A notable aspect of the campaign is the inclusion of the iconic Ferrari 250 GT Berlinetta Lusso, showcased at the Teatro Alcione during the runway show.
The campaign is a continuation of the collaboration between Iannone and renowned Belgian photographer and filmmaker Willy Vanderperre, known for his authentic visual style and ability to capture the contemporary essence of Ferrari through emotionally charged and cinematic storytelling.
Vanderperre’s photography emphasizes the elegance, movement, and sensuality of the Ferrari brand, portrayed within the confines of a wardrobe that acts as a cockpit for personal expression and transformation. This setting serves as a crucial space for introspection and aspiration, blurring the lines between public and private spheres. Iannone describes the experience as one where individuals “enter as they are and leave as they wish to appear.”
The campaign reflects a space where time slows down, allowing for a unique interaction with the clothing that blends seamlessly with the wearer’s body and identity. This interaction underscores the continuous link between Ferrari’s heritage and modernity, highlighted metaphorically by the Ferrari car itself, whose headlights symbolically illuminate the brand’s style.
The models Amelia Gray, Rejoice Chuol, and Hedi Ben Tekaya bring the collection to life with their dynamic and refined portrayals, emphasizing the evolving and expanding nature of Ferrari’s fashion aesthetic. The setting features lush, theatrical backdrops with mirrors and leather seating, evoking the interior of Ferrari cars. The expressive body language and intense looks of the models capture the core values, passions, and ambitions of the brand, reflected in the endless potential of the materials and their designs.
The collection showcases silhouettes that drape naturally over the body, crafted from natural fabrics, fine yarns, and specially treated cotton and nylon twills. The luxury of the collection is palpable in the tactile and visual richness of the materials used, including draped and root-patterned nappa leather with light-dark contrasts and shiny finishes. The campaign also reimagines workwear-inspired denim through innovative jacquard techniques.
Additionally, the campaign highlights Ferrari’s signature accessories like the Ferrari Dino Bag, the new Nello, The Ferrari Tool Case, driving gloves, sunglasses, and organically designed jewelry that complement the overarching theme of refined craftsmanship and aesthetic uniqueness.
