The Italian fashion group, bought by Farfetch in 2019 and owner among others of Off-White and Palm Angels, has appointed Cristiano Fagnani, a manager with a 20-year career at Nike, to the newly created post of CMO.
It will launch its drops strategy to maximise the opportunity for one-offs and exclusives provided by acquired firms such as Stadium Goods and New Guards, as well as its huge partner boutique and brand network.
Marcelo Burlon, the former DJ and co-founder of Off-White owner NGG, unveiled his new brand image in Milan with a richer, more couture collection that signalled a notable move towards a more high-end aesthetic.
Farfetch said Thursday it's buying one of the most dynamic groups of fashion forward designer brands as it continues to expand fast. It also had news on its exec team and reported wider losses as it invests in growth.
There was a great of talk in Milan about 'sprezzatura', Italian for relaxed and being at ease. A suggestion that the city and its fashion needs to lighten up a little to entice new generation millennials to be consumers.