As Lorenzo Serafini prepares to unveil his debut collection for Alberta Ferretti, anticipation builds within the fashion community for a fresh interpretation of romance that honors the brand’s legacy while looking toward the future.
Lorenzo Serafini is poised to unveil his debut collection for Alberta Ferretti during Milan Fashion Week, a moment that marks a significant transition for the iconic Italian fashion house. Serafini, who previously led Philosophy di Lorenzo Serafini, was appointed as the creative director of Alberta Ferretti following the unexpected announcement of Ferretti’s departure from her role in the company. This announcement created a wave of excitement and anticipation within the fashion community.
In a recent interview with Vogue Korea at Sant Ambroeus in Milan, Serafini expressed his desire to redefine the concept of romance within fashion, moving beyond nostalgic interpretations. He articulated this vision with passion, stating, “Many poets have wonderfully expressed romance up until now. Most of us have felt it or long to feel it…. This brand’s identity has been powerfully maintained for over 40 years.” His approach seeks to blend the essence of romanticism with contemporary relevance, asking, “What does a woman look like who embodies a romantic yet progressive spirit, living in the moment and in love?”
Preparations for the fashion show are taking place at Palazzo Donizetti, a venue with rich historical significance and connections to the brand. Serafini remarked on the venue’s importance, sharing, “The seating capacity will be much smaller than Alberta’s previous shows. But I wanted to invite the audience into ‘our home’ in Milan.” This intimate setting reflects Serafini’s commitment to honoring the brand’s legacy while infusing it with his own fresh perspective.
Alberta Ferretti, who co-founded the parent company Aeffe Group alongside her brother Massimo, has been a prominent figure in women’s fashion since 1981, with her designs celebrated for their elegance and subtle sensuality. Ferretti’s insight into women’s fashion stemmed from her experiences running a boutique before launching her own line. As he prepares to present his collection, Serafini cites Ferretti’s approach as a significant influence, stating, “Her clothes created joy for women themselves. That is a significant inspiration for me.”
In 2023, Aeffe reported an annual revenue of €319 million (approximately $334 million), bolstered by its in-house production that allows for greater creative control and collaboration with brands such as Pollini for accessories. Serafini highlighted this operational advantage, noting it is indicative of Italian craftsmanship and efficiency.
The collection, titled “Progressive Romance,” features predominantly monochromatic toiles as a preview of the vibrant colors and layered prints to come. Serafini described his artistic direction as a blend of relaxed modernity and romantic vision, indicating a creative journey that will explore new frontiers in fashion. He emphasized his desire to capture the spirit of romance while maintaining a progressive outlook, saying, “This will be my starting point at Ferretti. While exploring the romance of 2025, I aim not to dwell in the past but to view it through a progressive lens!”
Serafini’s background in fashion is extensive, with roots tracing back to interning at Moschino in his teen years, followed by experiences at celebrated fashion houses like Roberto Cavalli and Dolce & Gabbana. His journey through various fields of fashion equipped him with the knowledge and expertise that he now brings to Alberta Ferretti.
In a heartfelt email to Serafini, Ferretti expressed her trust in him and her excitement about witnessing his debut collection. She commended his professional acumen and shared aesthetic vision, stating, “I believe he will beautifully author a new chapter for this brand.” Serafini reflected on her words with appreciation, regarding it as “the greatest compliment of my life.”
As anticipation builds for Serafini’s inaugural collection, the fashion industry watches closely to see how he interprets and reinvents the storied legacy of Alberta Ferretti while carving out his own identity within the brand. The show promises to capture not only the essence of romantic fashion but also a forward-looking vision that embodies the current and future desires of women in style.
Source: Noah Wire Services
