Ferrari on Sunday rolled out its first in-house fashion collection, offering fans of the Ferrari brand and its supercars a touch of “couture” within a contemporary clothing range. The launch marks a major step in Ferrari’s new brand strategy, one of its biggest investments outside the car business, which the company wants to account for around 10% of the profits in 7-10 years.

Ferrari’s plans to extend its brand also include a new restaurant in hometown Maranello in northern Italy with Michelin-starred chef Massimo Bottura. The fashions, by creative director and former Armani designer Rocco Iannone, were on show at the Ferrari plant in Maranello, with a catwalk set up on the assembly line for the “Prancing Horse” V12 sports cars, such as the new 812 Competizione.