About Me
FASHION CREATIVE DIRECTOR & BRAND/PRODUCT STRATEGIST
A collection does not become coherent because every piece looks good on a moodboard. It becomes coherent when identity, product, price, suppliers, communication and market all point in the same direction. I am a Fashion Creative Director and Brand/Product Strategist based in Parma, Italy, with more than thirty years of experience across luxury, premium and contemporary fashion. I help brands turn their DNA into collections, products and visual identities that are distinctive, feasible and commercially sound.
Creative vision, grounded in product reality
My work sits between creative direction and the practical decisions that make a brand credible. I define positioning, collection architecture and visual language, but I also work with materials, fitting, prototypes, suppliers, costs, pricing, margins and go-to-market. This combination comes from having worked through the complete fashion process: from research and concept development to industrialisation, showroom presentation, communication and commercial delivery. Creativity matters. It matters even more when it survives contact with the product.
More than thirty years across brands, collections and markets
My professional path includes roles and projects within Max Mara Group—Persona and Marina Rinaldi—Trussardi Jeans, Maska, Guru, and licensed projects involving Paramount and Billionaire. I have worked with proprietary brands, international licences and private-label businesses, coordinating creative, technical, production and commercial teams. In my most recent long-term role, I directed more than thirty private-label projects and two licensed brands, overseeing up to six collections a year and product development involving more than 150,000 garments annually. The work reached markets including Italy, Spain, Sweden, the United Kingdom and the United States. These figures are useful because they describe scale. What matters to me, however, is the discipline behind them: protecting a brand’s identity while making hundreds of decisions that affect quality, timing, cost and customer perception.
What I bring to a project
Creative Direction & Brand Identity Brand vision, positioning, rebranding, visual identity, creative concepts, storytelling and guidelines that make a brand recognisable across product and communication.
Collection & Product Strategy Collection architecture, assortment, trend and market research, materials, fitting, product development, pricing and alignment between creativity and commercial objectives.
Licensing & Private Label Interpretation of brand DNA, licensed collection development, private-label direction and coordination between brand, suppliers, production and market.
Go-to-Market & Creative Leadership Cross-functional leadership, merchandising, campaign and content direction, showroom and sales presentation, e-commerce coordination and market launch.
How I work
I begin by understanding the brand, the customer, the competitive landscape and the real business objective. From there, I define the territory: mood, message, collection structure, product priorities and the details that will carry the identity. Then the work becomes precise. Materials, silhouettes, fit, quality, price, packaging, content and distribution must support the same idea. My role is to keep those elements connected, identify contradictions early and guide the project from intuition to market without losing the original point of view. I collaborate with brands, companies and creative organisations on new launches, repositioning, collection development, licensing, private label and strategic product projects. Depending on the need, I work as a consultant, fractional creative leader or part of a longer-term team.
What shapes my eye
My references do not come from fashion alone. Photography, graphic design, painting, miniature worlds, gardens, interiors and food all influence the way I observe proportion, texture, colour and atmosphere. They remind me that identity is built through details—and that the smallest detail is often where a brand stops being generic and starts becoming recognisable.