Ferrari sharpens its position within luxury fashion with a new campaign centred on the La Ferrari Dino Bag, placing the accessory at the core of a narrative built on precision, power and modern femininity.
Fronted by British sprinter Dina Asher-Smith and directed by Rocco Iannone, the campaign explores the tension that defines the house’s evolving identity — where performance meets elegance, and engineering is translated into form.
There’s a clear synergy in the casting. Asher-Smith embodies a balance of discipline and fluidity, mirroring the bag’s dual nature: technically constructed yet visually refined. It’s a dialogue between movement and control, expressed through both product and presence.
Captured by Rankin, the imagery is stripped back yet highly deliberate. Ferrari’s signature red becomes more than a backdrop — it acts as a visual code, amplifying the sculptural clarity of the bag while framing Asher-Smith in moments that shift between stillness and motion.
The La Ferrari Dino Bag itself evolves across silhouettes — from structured bowling styles to more compact mini formats — expanding its presence through the Resort and Spring/Summer 2026 collections. Materiality plays a central role, with the original semi-gloss nappa leather and craquelé finish joined by softer interpretations in nappa calfskin and suede, adding depth and tactility to the design.
More than an accessory launch, the campaign reinforces Ferrari’s broader move into a fully realised luxury universe — one where craftsmanship, identity and performance are seamlessly aligned.
