Lorenzo Serafini has been tapped as the new Creative director of the Alberta Ferretti brand, succeeding founder Alberta Ferretti. This transition marks a new era for the renowned Italian fashion house, as Serafini prepares to present his first collection at Milan Fashion Week in February 2025.
Serafini, who has successfully led the Philosophy di Lorenzo Serafini collection since 2014, brings a wealth of experience and a refined aesthetic vision to the Alberta Ferretti brand. The Philosophy line was created in 1984. His appointment comes as part of the Aeffe Group’s strategic initiative to integrate the Philosophy line into the main Alberta Ferretti brand by Fall/Winter 2025. This integration aims to streamline the portfolio and strengthen the brand’s market appeal in response to evolving consumer needs.
Alberta Ferretti herself has expressed confidence in Serafini’s ability to maintain the essence of the brand while infusing it with his vision. “Ten years ago, I entrusted Lorenzo with the Philosophy line, which he successfully developed. Now it is time for him to write a new chapter for the Alberta Ferretti brand, whose most authentic nature aligns with his sensibilities,” she said.
Known for his ethereal and romantic designs, Serafini’s work is characterized by flowing silhouettes and delicate fabrics such as lace and lightweight jersey, qualities that resonate with Ferretti’s established aesthetic of lightness, femininity and sensuality.
Massimo Ferretti, executive chairman of the Aeffe Group, emphasized Serafini’s impressive background, highlighting his experience with luxury fashion houses such as Dolce & Gabbana and Roberto Cavalli. ”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,” explained Massimo.
The transition also hints at a broader internal restructuring within Aeffe as the company seeks to improve operational efficiency and align its heritage brands, including Moschino and Pollini, with current consumer trends. The appointment underscores Aeffe’s commitment to evolving its brand portfolio under Serafini’s creative leadership.
Serafini expressed his gratitude and enthusiasm for the opportunity and acknowledged the prestigious legacy of Alberta Ferretti. He said, “With enthusiasm and deep gratitude, I embrace this opportunity the Ferretti family has offered me. 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.”
