It began with branded bomber jackets and evolved into full-blown fashion houses. In 2025, luxury automakers aren’t just selling cars—they’re selling lifestyle. Ferrari’s ready-to-wear collection debuted in Milan. Lamborghini’s carbon-fiber sneakers made waves in Tokyo. Even Porsche has expanded its Design Studio to include tailored luggage and eyewear.
These aren’t mere merchandising plays. They’re strategic moves into brand storytelling. Clothing, accessories, and fragrances allow car brands to touch consumers who may never sit behind the wheel of a V12 but still crave its aura. When you slip on a Ferrari trench coat or a Bentley timepiece, you’re not just wearing a logo—you’re adopting a legacy.
But the crossover isn’t without its challenges. Critics argue that fashion dilutes the focus of performance marques. Others counter that luxury has always been a holistic pursuit. After all, if a McLaren owner has a garage full of orange-hued hypercars, why shouldn’t their wardrobe match?
The real winners are the design departments. Automakers bring obsessive attention to detail, craftsmanship, and materials—principles that translate naturally to fashion. And increasingly, the two worlds are collaborating. Think: Louis Vuitton trunk sets custom-fit for Rolls-Royce Phantoms or Berluti driving shoes styled after the Bugatti Chiron.
In this world, torque meets tailoring—and the results are as thrilling as a redline.
