Dive Brief:
- Aeffe Spa’s board of directors has appointed Lorenzo Serafini as creative director of its Alberta Ferretti brand, according to a Tuesday press release.
- Serafini joined the Aeffe Group in 2014 as creative director of Ferretti’s Philosophy di Lorenzo Serafini. Prior to Aeffe Group, Serafini worked at Roberto Cavalli and Blumarine and was creative director of ready-to-wear at Dolce and Gabbana.
- He succeeds Alberta Ferretti, who announced her retirement in September. Ferretti served as the creative director of the brand since its founding in 1980, and remains in her position as vice president of Aeffe. Her design consultancy contract with Aeffe Group is set to expire on Dec. 31, per the release.
Dive Insight:
Serafini will show his first collection for the Alberta Ferretti brand in February 2025.
“With enthusiasm and deep gratitude, I embrace this opportunity the Ferretti family has offered me,” Serafini said. “I am honored that Alberta has chosen me as the successor to such a significant and prestigious legacy, and I will carry it forward with care as I begin a new chapter for the Alberta Ferretti brand.”
Ferretti said in the release she was thrilled that Lorenzo would be taking over her eponymous brand.
“With the fashion world undergoing tremendous change, I strongly believe that Lorenzo has the creativity, strong aesthetic sense, professionalism and expertise required to meet this challenge.”
Aeffe Group, in collaboration with Lorenzo Serafini, will also be implementing a new design strategy as a result of “interpreting the needs of the current market,” per the release.
The Philosophy line will be integrated within the Alberta Ferretti brand beginning with the fall-winter 2025 season “with the aim of strengthening the brand’s appeal” and positioning it for the future, the company said. The diffusion brand had previously been named Philosophy di Alberta Ferretti, and Ferretti renamed it Philosophy di Lorenzo Serafini by Ferretti when Serafini took the top design spot.
“A decade ago, I entrusted Lorenzo with the Philosophy line which he successfully developed into a thriving brand,” Ferretti said. “Now it is time for him to write a new chapter for the Alberta Ferretti brand, whose essence aligns beautifully with his vision. Lightness, femininity, sensuality are words already within Lorenzo’s vocabulary, and words he will be able to wonderfully define within the world of Alberta Ferretti.”
Licensing company Monnalisa will remain in charge of production and worldwide distribution of the Kids children’s wear line, per the release.
Aeffe Group President Massimo Ferretti added that Serafini was the right choice for this role.
“His aesthetic, his vision, his knowledge of the sector and knowledge of our company will be instrumental in guiding the next phase of the brand’s evolution,” he said in the release.
