Tell us a bit more about your background and your current work:
I was born in Florence to a Florentine father and an Austrian mother. I went to the International School of Florence and then studied at FIT in New York. After finalizing my studies, I decided to work in my family business, LUISAVIAROMA. I am the fourth generation. My role today inside the business is as Creative Director. Green initiatives are something that I really believe in and always try to push internally. I also believe in relationships and creating value with other brands–not only in fashion.
On the side I decided to launch my brand Annagreta. The brand changes inspiration and mood based on where I find myself at the moment. I don’t create pieces based on a collection, season, or trend. I just create pieces that I would really wear and want. Quality of the product and versatility are key factors for the brand, and this will always be important.
Why did you choose to stay in Italy?
What can I say? I love Italy even with all the complications this country has. The quality of life in every single detail is another level. The beauty of Italy is incomparable.
What do you see for the future of the fashion industry in Italy?
The fashion industry needs to do attentive consideration in what they do. There has to be meaning in every phase of the fashion cycle. This ensures many valuable key points such as the quality of the final product but also the quality of the person who works on that project. The life cycle of a product may last longer and have less fast fashion products. Many good things can come out from doing well thought out projects.
What are the greatest obstacles and satisfactions that you face working in this country?
Obstacle is bureaucracy. Everything is slow, complicated, and expensive. Nobody really helps you when you want to create something from zero. We really need to have a lot of willpower to do something in Italy. However I am positive and hope that the system can help in the future instead of dragging you down. Satisfaction comes from the beauty that surrounds us and inspires us every day.
