The Aeffe Group prefers to “play at home” in choosing Lorenzo Serafini to be the successor to Alberta Ferretti at the helm of the namesake brand. Following Alberta’s announcement on September 24 that she would step down from the creative direction, while maintaining her role as Vice President of the group.

The choice has indeed fallen on Lorenzo Serafini, who joined the company in 2014 as the creative director of  sister collection Philosophy, after experiences at Roberto Cavalli and Dolce&Gabbana.

Serafini will make his runway debut with the brand in February 2025.

“I am pleased to announce that Lorenzo will be my successor at the helm of the brand bearing my name. At a time of great changes in the fashion world, I strongly believe that Lorenzo possesses all the necessary qualities to embrace this challenge: creativity, a sharp aesthetic sense, professionalism, and expertise,” declared Alberta Ferretti.

“Ten years ago, I entrusted Lorenzo with the Philosophy line, which he successfully developed into a successful brand. Now it is time for him to write a new chapter for the Alberta Ferretti brand, whose most authentic nature aligns with his sensibilities. Lightness, femininity, and sensuality are already words that belong to Lorenzo’s expressive vocabulary and that he will wonderfully translate into the world of Alberta Ferretti,” she added.
 
Concurrent with the appointment, the group also announced the decision, made in agreement with the designer, to “interpret the current market needs,” to integrate the Philosophy line into the Alberta Ferretti brand starting from Fall/Winter 2025.
 
“With enthusiasm and gratitude, I welcome this new professional opportunity offered to me by the Ferretti family. I am honored that Alberta has chosen me as her successor. I am embracing a significant and prestigious legacy, which I will cherish as I write a new chapter for the Alberta Ferretti brand,” commented Lorenzo Serafini.