Thank goodness Il Cavallino is near Fiorano and not Indianapolis Speedway because it has a Michelin-star chef at the fore and will reopen on Tuesday. It’s part of a strategic realignment that aims to be more careful with the brand and move its non-automotive products upmarket again.

The strategy was kicked off with a fashion show on Sunday that took place inside the automaker’s Maranello factory. The decision was a nod to the fashion line’s ties to the automaker as more than a simple money grab.

“Multifunctional and sustainable fabrics, primary colors, inventively designed forms define an aesthetic that is bold, intrepid, and assertive,” writes the automaker of its new collection. “Ferrari chooses a language that is attuned to the new generations. A fluid, impactful one.”

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To much of a stretch?

The brand, like others, has been accused in the past of just slapping its name on any old product and then selling it for a high price, but now perfumes and other products have disappeared from Ferrari stores’ shelves. The decision was kicked off by former CEO Louis Camilleri, who said the brand’s spin-offs were too stretched and who was in the process of cutting its product categories by as much as 30% before retiring.

The move makes sense for a brand that intentionally limits its car production to less than 10,000 units per year in order to keep desire and exclusivity up. Similarly, it is moving beyond hats with the Ferrari logo on them and tacky products. Now, it’s partnering with Rocco Iannone, Armani’s former creative director, and Massimo Bottura, a Michelin-star chef to make sure its products live up to the brand.

Speaking to Reuters, Susy Tibaldi, luxury analyst at Swiss bank UBS, argued that this venture is unlikely to help increase Ferrari’s profit margins, though, because of the scale you need to be profitable in the fashion industry but that may not matter.

Nicola Baori, the brand’s chief diversification officer told the outlet that the aim of the ventures was to reach new clients “in terms of both age and culture.” More than making profit, these products may be another way that Ferrari is advertising itself the well-heeled.

For all those worried, though, that Ferrari will become too focused on non-automotive pursuits, the company’s newly appointed CEO comes from the world of tech and is seen as a sign the company is serious about advancing its cars into the future.

Ferrari’s Milan store