On Tuesday, the Aeffe Group announced the promotion of Lorenzo Serafini to the position of creative director for the Alberta Ferretti brand. This strategic move follows the exit of Alberta Ferretti herself, whose departure was revealed last month, marking a significant shift at the helm of this respected fashion label.
Serafini’s inaugural collection for Alberta Ferretti is set to debut in February, and this appointment aligns with a report from Women’s Wear Daily that speculated on this transition following Ferretti’s announcement. Having joined Aeffe in 2014, Serafini has showcased his creative prowess, particularly when he was entrusted with the design direction of the Philosophy label, a brand Ferretti helped establish.
Expressing her confidence in Serafini’s capabilities, Ferretti, who remains vice president of Aeffe, remarked, “I am excited to announce that Lorenzo will be my successor at the helm of the brand that bears my name. In a rapidly changing fashion landscape, I firmly believe that Lorenzo possesses the creativity, strong aesthetic sensibility, professionalism, and the expertise necessary to navigate these challenges.” This endorsement highlights the trust placed in Serafini as he embarks on this new journey.
The Aeffe Group is also looking to enhance its overall strategy in response to market demands. They have revealed plans to integrate the Philosophy by Lorenzo Serafini label into the Alberta Ferretti brand starting with the fall 2025 season. This integration aims to strengthen the overall appeal and market positioning of Alberta Ferretti moving forward. “A decade ago, I entrusted Lorenzo with the Philosophy line, and he successfully transformed it into a flourishing brand. It is now time for him to author a new chapter for Alberta Ferretti, aligning beautifully with his vision of lightness, femininity, and sensuality,” Ferretti added.
Just last month, Serafini showcased a collection that resonated with the essence of Ferretti’s designs, presenting a lineup characterized by femininity and romance. The collection featured ethereal fabrics, including delicate jersey and flowing lace, resulting in garments that gracefully enveloped the wearer’s form. This creative direction suggests that Serafini is well-prepared to take the brand into its next chapter while maintaining Ferretti’s hallmark style.
“I receive this opportunity from the Ferretti family with great enthusiasm and gratitude,” Serafini expressed. “It is a true honor to be chosen as the successor to such a significant and prestigious legacy, and I am committed to nurturing it as I embark on a new chapter for the Alberta Ferretti brand.” His words reflect a deep respect for the heritage of the brand while also indicating readiness to innovate and evolve.
Massimo Ferretti, executive chairman of Aeffe Group, echoed this sentiment, saying that after his sister’s decision to step down, the leadership recognized Serafini as the ideal candidate to lead the brand into its future. “His aesthetic vision, industry knowledge, and familiarity with our company will be crucial in navigating the next phase of the brand’s development,” he stated, highlighting the collaborative spirit within the organization.
Before joining Aeffe, Serafini built a reputable career at Dolce & Gabbana as a womenswear designer and previously worked in a similar role at Roberto Cavalli. His journey at Aeffe began when he took over the Philosophy label from Natalie Ratabesi, marking a key moment in the brand’s history by allowing for independent development and differentiation from the main collection. The Philosophy line has been operational since 1984, establishing a unique identity within the broader fashion landscape.
Alberta Ferretti has long catered to a specific audience focused on feminine empowerment, epitomizing independence and confidence. The brand is particularly known for its elegant, dreamy evening gowns and slip dresses crafted from chiffon, earning Ferretti the title of “queen of chiffon.” Her designs are intended for a working woman who values comfort and ease while exuding sophistication in her attire.
As the fashion industry evolves, market insiders speculate that more changes could be on the horizon for Aeffe. The company recently indicated a commitment to conducting a thorough internal assessment of the various departments to enhance efficiency and streamline human resources. This introspective approach suggests a proactive strategy in navigating the complexities of the fashion market while reinforcing its competitive edge.
