When Supercars Meet Superstyles: Ferrari, Mansory, and the Fashion Crossover

Today, luxury isn't just for the industry it came from. Big names like Ferrari, Porsche, and Mansory are demonstrating that their impact extends far beyond the car industry by merging lifestyle and performance. The Ferrari Spring 2026 show, "Reduction Heightens Emotion," showcases this new era: a world where speed, craftsmanship, and status are as wearable as they are drivable.

From Supercars to Superstyles

For a long time, Ferrari has made it difficult to distinguish between cars and fashion. Ferrari has collaborated with Puma, Ray-Ban, and Giorgio Armani to create sneakers, sunglasses, and high-end clothing. The Ferrari x Puma sneakers, Ferrari-branded Ray-Ban sunglasses, and the tailored Ferrari x Armani capsule collections are more than just products; they are a way for Ferrari to connect with people's lifestyles and identities.

Porsche x Puma “Icons of Fast” collaboration. From Hypebeast (2020).

Mansory, renowned for its exclusive car modifications, showcased its innovative spirit by collaborating with Under Armour to produce limited-edition sneakers and clothing. This unique partnership showcases how custom car craftsmanship can lead to high-end clothing, inspiring new possibilities in the luxury industry.

UA Echo x Mansory sneakers. From Under Armour Indonesia (2025).

Porsche has also gotten on board with this trend. They collaborated with Puma on the Icons of Fast collection and with BOSS on men's clothing featuring both brands' names. Hogan made leather sneakers for Aston Martin, and Hackett London made clothes for everyday life. Lamborghini has collaborated with Supreme, Mizuno, and Roger Dubuis to create clothing, and McLaren has partnered with Athletic Propulsion Labs (APL) to design performance sneakers.

A Lifestyle Empire Beyond Cars

These partnerships are not just about expanding a brand; they are about offering a comprehensive lifestyle experience. Luxury car companies understand that their customers seek more than just cars; they desire experiences that go beyond the vehicle itself. A Ferrari driver might also wear Ferrari shoes, carry a Montblanc x Ferrari pen, or wear a Hublot Big Bang Ferrari watch. This convergence of different industries showcases how fashion, mobility, and design come together to offer a story of performance and prestige, making customers feel truly valued and understood.

Montblanc for Ferrari pen design sketch. From Ferrari Store (2025).

The model goes even further: Bugatti has collaborated with Hermès to create unique interiors, Bentley has partnered with Breitling to produce watches, and Rolls-Royce has collaborated with the House of Rolls-Royce to develop collections of high-end accessories. Ducati teaming up with Diesel or Yamaha teaming up with Valentino Rossi's VR46 for streetwear capsules are examples of the same strategy outside of the automotive industry.

Breitling Premier Bentley Mulliner Limited Edition. From GQ Magazine (2020).

Bugatti Chiron “Habillé par Hermès.” From Bugatti Newsroom (2020).

Lessons in Strategy

These partnerships show essential lessons about how to run a business:

• Brand Stretching: Using the value of a brand to move into new areas without losing its identity.

• Co-Branding Power: Using two well-known names to reach both existing and new audiences.

• Integrating Into Customers' Lifestyles: meeting them not just in one area (cars) but in every part of their lives (clothes, accessories, experiences).

• Cultural Relevance: Staying relevant to younger generations by using streetwear, sneakers, and modern fashion.

The philosophy behind Ferrari's Spring 2026 campaign, "Reduction Heightens Emotion," is not just about making cars look better; it's also about making the company more well-known globally. Ferrari and its competitors create ecosystems of desirability by making things less complicated and more emotionally resonant across categories.

Getting Ready for Future Leaders

Our Business Administration and MBA Programs at Raffles delve into these global strategies, showing how companies like Ferrari, Mansory, Porsche, and Lamborghini expand beyond their industries while preserving their brand equity. With the help of the Raffles International Network, our students learn how to collaborate with individuals from diverse sectors, comprehend consumer behaviour, and develop effective global marketing strategies. This prepares them to work for multinational companies and contribute to the next wave of innovation in luxury and lifestyle, making them feel part of a larger, interconnected world.

Arman POUREISA

Marketing Manager

Raffles Indonesia

References

BoF. (2024). The state of fashion 2024. Business of Fashion & McKinsey & Company.

Bugatti. (2020). Chiron Habillé par Hermès: The pinnacle of luxury created in a cooperation between Bugatti and Hermès. Bugatti Newsroom. https://newsroom.bugatti.com/en/press-releases/chiron-habille-par-hermes-the-pinnacle-of-luxury-created-in-a-cooperation-between-bugatti-and-hermes

Deloitte. (2024). Global powers of luxury goods 2024. Deloitte.

Ferrari Store. (2025). Montblanc for Ferrari. Ferrari. https://store.ferrari.com/en-it/montblanc-for-ferrari

GQ Magazine. (2020). Breitling Premier Bentley Mulliner Limited Edition. GQ. https://www.gq-magazine.co.uk/watches/article/breitling-premier-bentley-mulliner-limited-edition

Hypebeast. (2020). Porsche x Puma “Icons of Fast” collaboration. Hypebeast. https://hypebeast.com/2020/11/porsche-puma-911-turbo-icons-of-fast-collaboration-closer-look

Kapferer, J. N., & Bastien, V. (2023). The luxury strategy: Break the rules of marketing to build luxury brands (3rd ed.). Kogan Page.

LVMH. (2025). Ferrari partnerships and collaborations. Retrieved September 29, 2025, from https://www.ferrari.com

Statista. (2025). Luxury automotive market and lifestyle extensions worldwide. Retrieved September 29, 2025, from https://www.statista.com

Under Armour. (2025). UA Echo x Mansory sneakers. Under Armour Indonesia. https://www.underarmour.co.id/en-id/p/unisex-shoes/ua_echo_x_mansory/6010763.html

Vogue Business. (2024). Why luxury carmakers are investing in fashion. Vogue Business.