As creative director of a 120-year-old luxury house, Alessandro Rossi has spent the last five years renewing the brand. His approach is bold and precise—keeping the DNA while bringing in a contemporary sensibility. In this interview he shares the journey, the challenges and his view of the future of luxury.
The Moment He Took the Reins
“When I got the offer I was both excited and nervous,” Alessandro says of taking the role five years ago. “This is a legendary brand with a strong history and loyal clients. But it was also in trouble—younger consumers had stopped paying attention, sales were down, the image felt dated.”
He spent the first six months deep in the archives. “I went through every document, studied the founder’s philosophy, spoke to artisans who had been there for decades. I needed to understand the soul of the brand and what was only surface.”
Finding the DNA
Alessandro found that the core had always been “elegant rebellion”—refined craft plus a challenge to the status quo. “That insight changed everything. The brand hadn’t lost relevance; it had lost the courage to innovate.”
Change Step by Step
Renewal wasn’t overnight. Alessandro moved carefully. “In the first season I only adjusted—colour balance, simpler silhouettes—but kept every signature element. Loyal clients needed to recognise the brand.” As confidence grew, the changes did too. “In year two we brought in street elements—rare for a classic luxury house. We launched sneakers, collaborated with artists, tried new ad campaigns. Some long-time clients were unsure, but we started to attract a younger audience.”
Digital Transformation
Digital was one of his biggest challenges. “Luxury is used to exclusivity and mystery; the digital age wants transparency and access. We had to stay luxurious while embracing digital.” The brand invested in e‑commerce, built a social presence and even staged digital shows. “Our Instagram following went from 500K to 5M, mostly 18–35. It proved that heritage brands can win online too.”
“Brand renewal isn’t about discarding the past—it’s about retelling the brand story in a contemporary language. You must respect history without being trapped by it.” — Alessandro Rossi, Creative Director
Sustainability
Sustainability became part of the renewal. “Young consumers care how things are made, not just how they look,” Alessandro says. The brand reworked its supply chain and launched a “sustainable luxury” line with organic and recycled materials while keeping high craft standards. “Some doubted that sustainable and luxury could coexist. Consumers proved they would pay for responsible luxury.”
Speaking to a New Generation
Alessandro focused on connecting with younger customers—sponsoring emerging artists, supporting festivals, partnering with gaming. “Luxury can’t live only at fashion week and in flagships; it has to show up where young people live.” The brand also introduced more accessible lines. “We want a relationship for life. The student who buys our accessories today might be the couture client of tomorrow.”
The Team
He stresses that renewal is a team effort. “I have an amazing team—some with 30 years at the house, some fresh out of school. That mix of experience and new perspective is what makes it work.” He also values cross-functional work. “Design can’t be separate from business, marketing or production. We meet across departments every week so we’re all aligned.”
Results and What’s Next
Five years on, sales are up 65% and brand value 30%—and the brand is culturally relevant again. “We’re back in the conversation; celebrities wear us; young people think we’re cool.” But he’s not done. “The challenge is keeping that momentum and innovating without losing who we are. Renewal isn’t a one-off project; it’s ongoing.”
Looking Ahead
He sees the industry shifting. “Young consumers want more than product—they want values, experience, community. A brand has to stand for something.” He plans to push sustainability further, explore Web3 and the metaverse, and deepen craft. “Technology and consumers will keep changing, but the desire for beauty, quality and uniqueness is constant. Our job is to answer that in new ways.”
Advice for Creatives
To those moving into brand management: “Think like a business. Creativity matters, but you have to understand numbers, market and consumer. The best creative directors turn vision into commercial success. And have courage—change always meets resistance. If you believe in your vision and you’ve done the work, hold your course. History will tell.”
As we wrapped, Alessandro was about to leave for Milan for the next show. He’s left not only a renewed brand but a clear lesson: how to honour tradition while daring to innovate. In a fast-changing world, he’s shown that classic houses can still lead—with the right vision and execution.
