MILAN — Sergio Rossi has appointed an Artistic Director recruited from the digital creative world.
Evangelie Smyrniotaki, best known online as the Style Heroine, will join the footwear specialist this month to oversee brand image and identity. She will get in touch Sergio Rossi CEO Riccardo Sciutto.
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In her role, the Athens-based Smyrniotaki will oversee advertising campaigns, content creation, styling and creativity, but will not be directly involved with shoe design on a day-to-day basis, although the company announced a special capsule collection called Evangelie Smyrniotaki x Sergio Rossi will be at of Milan Fashion Week in February. Seasonal collections are designed by the in-house team.
“It is a privilege to be with Sergio Rossi at this exciting time and I look forward to shaping a new chapter with the brand. I’ve been a long-time admirer and I firmly believe that the brand supported by Lanvin Group today has only just begun to express its potential,” said Smyrniotaki.
The appointment comes at a time of transition for the luxury footwear brand known for its feminine and decorative designs Fosun group took control of the company last June. fosun Group was renamed Lanvin Group last October and also includes the Lanvin, Wolford, St. John and Caruso brands.
“I am delighted with the arrival of Evangelie and I truly believe that her knowledge of the aesthetics and new media of luxury footwear will bring great value to the brand,” said Sciutto.
“Communication has changed a lot over these years and Evangelie summarizes the new numbers the industry needs; Nowadays, brands need to connect with customers and new communication tools – and I believe in creative management able to meet the needs of communities,” added the brand’s CEO.
On Instagram alone, the Greek digital content creator has more than 400,000 followers, drawn to her polished imagery and storytelling by new generation “it” girls. She has worked with brands and retailers such as Chanel, Prada, Versace and Mytheresa, among others. She ventured into the digital realm by starting the Style Heroine blog in 2011 at the dawn of the influencer scene.
The story goes on
In recent years, Sergio Rossi’s CEO has managed to reorganize the company, Modernization of its production facility in Italy’s San Mauro Pascoli, an important footwear district, and to give the product a precise identity, consistent with that of the brand late founder.
Last month, the shoe brand was unveiled as one of the tenants of Milan’s Spiga 26 real estate project, a move that coincides with the new owner’s commitment to invest in store openings. Sergio Rossi is moving from its current premises on Via Montenapoleone to join the new retail complex expected to open in Spring 2022.