MILAN — The brand new course of the Alberta Ferretti model begins with a homecoming.
The primary present by Lorenzo Serafini can be held Monday night on the model’s Milan headquarters within the lovely, stately Palazzo Donizetti, with wrought iron ornamental parts, tile mosaics, marble and hardwood flooring, embellished with gilded particulars and creative stuccos.
“This displays our choice to spotlight and respect the historical past of the model whereas bringing it into the long run,” mentioned Massimo Ferretti, govt chairman of dad or mum firm Aeffe. “Additionally the house is extra intimate and private, in order that friends will higher perceive the evolution of the model, Lorenzo’s mission and imaginative and prescient, and they’ll be capable to see the garments up shut and the small print of our Made in Italy manufacturing.”
First have a look at Alberta Ferretti Fall 2025 Able to Put on Assortment to be offered at Milan Trend Week.
Daniele Mango/WWD
Designer Alberta Ferretti in October chosen Serafini to hold on her namesake model after revealing her choice to step down a month earlier, citing on the time the “super change” hitting the style world and her perception in his “creativity, sturdy aesthetic sense, professionalism and experience.”
Her brother Massimo clearly agrees with the selection — much more so after seeing the primary fall 2025 designs and after reporting a 25 % enhance in gross sales of the pre-fall 2025 assortment offered to consumers earlier this month.
“It’s possible you’ll assume I’m a bit too relaxed at this second, given the present situation, however I’m assured in Lorenzo’s work. I’m very happy and proud of what I’ve seen up to now. Lorenzo has been tackling this problem with gusto and is dealing with it beautifully,” the chairman mentioned.
To make certain, in a preview appointment, Serafini appeared centered and excited, providing seems to be to be photographed by WWD that have been in sync with the model’s legacy, whereas including a recent spin to it, from a deconstructed cashmere and wool raw-edge blazer in a chevron sample “with a really tender hand,” he mentioned, to an extended, arresting crimson gown with a classy architectural silhouette and a sensual cutout on the again.
Reflecting the artisans’ craft, a stretch viscose bustier was finely embellished with a hand-embroidered motif of black jet stones worn over a stretch knit skirt and silk chiffon balloon underskirt. “It’s all very comfy and nonchalant, with deconstructed and fluid designs,” mentioned Serafini. Wanting on the fashions, he added “it’s as if these girls reside on this lovely palazzo, their house, welcoming friends with ease and confidence.”
First have a look at Alberta Ferretti Fall 2025 Able to Put on Assortment to be offered at Milan Trend Week.
Daniele Mango/WWD
Serafini joined Aeffe, which additionally controls the Moschino and Pollini manufacturers, from Dolce & Gabbana, the place he was womenswear designer, following an expertise in the identical position at Roberto Cavalli. He succeeded Natalie Ratabesi at Aeffe as inventive designer of the Philosophy line in 2014. When Ratabesi joined the model in 2012, it marked the primary time Alberta Ferretti had delegated the complete course of Philosophy to a different designer, who developed the label independently to distinguish it from the signature assortment. The Philosophy line was launched in 1984. The Philosophy by Lorenzo Serafini model can be built-in into the Alberta Ferretti line from the autumn 2025 season.
Alberta Ferretti, who stays vp of Aeffe, has carved a particular picture for her namesake model, launched in 1981, with female but assured and sensible seems to be. On the identical time, the designer has been dubbed the queen of chiffon for her expertise in creating romantic, dreamy night robes and slipdresses in that materials.
Her robes grew to become a staple on the crimson carpet starting in 2000, when Uma Thurman wore the designer’s crimson gown on the Academy Awards and made headlines. Ferretti’s clothes have been noticed on the likes of Sandra Bullock, Katy Perry, Dua Lipa and Beyoncé, to Taylor Swift, Cate Blanchett, Amal Clooney, Angelina Jolie and Kate Winslet, amongst others.
First have a look at Alberta Ferretti Fall 2025 Able to Put on Assortment to be offered at Milan Trend Week.
Daniele Mango/WWD
Her brother underscored “the profitable historical past of the model, which could be very recognizable, dressing lovely and powerful worldwide girls within the arts, tradition and music, so Lorenzo is nicely conscious of the dedication wanted and begins from what has been executed up to now however is revisiting it along with his personal eyes, with modernity and newness, that are indispensable now to put in writing a brand new chapter. He has his personal imaginative and prescient and magnificence, however won’t disown the model’s roots. His aesthetic, his imaginative and prescient, his information of the sector and information of our firm can be instrumental in guiding the subsequent part of the model’s evolution.”
The selection of Serafini was not sudden or improvised, he continued. “Lorenzo has 10 years of expertise [within Aeffe], he breathed the air and environment of the model, so he begins from a vantage level. There’s a logical fil rouge from the previous into the long run.”
Whereas admitting Serafini contributed to the expansion of the Philosophy line, Ferretti mentioned the signature line will enable the designer to totally uncover his potential. “He can be freer now. The expression of his type was maybe slightly sacrificed by the pricing and positioning restrictions of the Philosophy line, which restricted the alternatives to indicate his sartorial expertise and high-end perspective.”
Serafini has additionally conceived a brand new retailer idea for the model. It will likely be unveiled within the new boutique in Milan’s Golden Triangle between Through Montenapoleone, Through Spiga and Through Sant’Andrea in September. Ferretti mentioned he couldn’t disclose the precise location but as “we’re about to signal the contract, however it’s executed.” After Milan, the Paris and Rome instantly operated boutiques can be revisited with the identical blueprint. There are additionally franchised shops in Moscow, Beirut and Doha.
“We’re considering of a retail growth,” mentioned Ferretti and the appointment in November of Alexandra Lamprecht as normal supervisor, a brand new position on the Italian model, additionally telegraphed this focus. She is tasked with driving the expansion of the style home and its growth into worldwide markets. “It was essential to revise our construction and I’m positive Alexandra will assist drive this second of change, and business effectivity will assist attain our ambitions.”
Lamprecht has 20 years of expertise within the sector, working through the years with luxurious manufacturers starting from Ferragamo and Valentino to Etro.
First have a look at Alberta Ferretti Fall 2025 Able to Put on Assortment to be offered at Milan Trend Week.
Daniele Mango/WWD
In Could, the model will unveil its new web site, additionally conceived by Serafini.
Aeffe is publicly traded in Milan and can report its year-end outcomes on March 14. The slowdown in world consumption within the trend and luxurious sectors, the political and social instability around the globe and challenges within the firm’s wholesale distribution impacted the efficiency of the group within the first 9 months of 2024, with consolidated revenues reducing 17.8 % to 207.8 million euros. However Ferretti mentioned he was assured “the latest strategic choices we now have made, the reorganization of the Moschino model [designed by Adrian Appiolaza] and the rebranding of the Alberta Ferretti label will open up new attention-grabbing situations.”
