The Attico to Launch New Strategy in November
Ceo Stefano Marcovaldi maps out the evolution and potential of the brand with founders Giorgia Tordini and Gilda Ambrosio.
MILAN — The Attico will unveil a strategy starting in November that puts the customer front and center.
The brand, which was founded by Giorgia Tordini and Gilda Ambrosio, will deliver two collections a year, aligning them with the seasons and in-store deliveries.
This is a shift increasingly embraced by other brands, but in the case of The Attico, it has matured over the past year, said the brand’s chief executive officer Stefano Marcovaldi, who is also a managing director of Archive. This is an independent company controlled by Ruffini Partecipazioni Holding, which took a 49 percent stake in The Attico in October 2018. Ruffini Partecipazioni is controlled by Ruffini, Moncler’s chairman and ceo, and is Moncler’s main stakeholder. The Attico was founded in 2016 by Tordini and Ambrosio, whose combined Instagram followers total 924,000.
“With Archive, we realized we wanted to have a modern and more effective approach for the brand, to enhance its relevance and amplify its creative content,” said Marcovaldi. The strategy was finalized in June a year ago and in line with it, in February the brand skipped the fall 2020 show. “We moved the attention from trade to consumer,” he said.
In February, Nike Inc.’s Jordan Brand tapped Ambrosio and Tordini as two ambassadors to celebrate the recent launch of its women’s apparel line in
Italy and the brand kicked off Milan Fashion Week by taking over the city’s central Museo del Novecento museum to stage a workshop hosted by the two entrepreneurs and influencers.
Ambrosio and Tordini centered the workshop around the concept of upcycling, providing leftover and excess fabric of their brand to invite attendees to rework them and create new accessories.
“We see Milan Fashion Week as a platform for special projects. The reaction and visibility was so positive that it encouraged us to have the confidence to switch gears,” said Marcovaldi. The coronavirus pandemic put everything on hold, but at the same time it is also accelerating the changes in the industry, added Ambrosio.