Alberta Ferretti has promoted Philosophy designer Lorenzo Serafini to be its new creative director.

Serafini joined parent company Aeffe in 2014 as part of a plan to relaunch Philosophy, a brand known for light, sensual femininity which Ferretti founded in 1984. Now he is succeeding Ferretti at her namesake brand after the iconic designer and entrepreneur announced she was stepping down as creative director last month. Ferretti will continue in her role as vice president of Aeffe.

As part of the move, Aeffe will fold Philosophy into the Alberta Ferretti brand from the Autumn-Winter 2025 season “with the aim of strengthening the brand’s appeal and positioning for the future,” the company said in a statement.

”I am thrilled to announce that Lorenzo will be my successor at the helm of the brand that bears my name. With the fashion world undergoing tremendous change, I strongly believe that Lorenzo has the creativity, strong  aesthetic sense, professionalism and expertise required to meet this challenge,” Ferretti said.

Aeffe reported a net loss of €20 million ($22.27 million) in the first six months of this year. In 2023, its consolidated revenue fell by 9.5% to €319 million. The group has struggled to cope with turbulence and rampant discounting in its wholesale channels, as well as to build robust handbag and shoe lines that could help lower its dependence on expensive ready-to-wear.

At the group’s biggest brand Moschino, the company is investing in a creative revamp with help from outside talent after hiring Adrian Appiolaza, a longtime deputy of Loewe creative director Jonathan Anderson, last year.

For Alberta Ferretti, the choice to hire from within and suspend standalone shows for Philosophy will come with cost savings, as well as allowing Ferretti to keep the label in a trusted pair of hands.

”I am honoured that Alberta has chosen me as the successor to such a significant and prestigious legacy,” Serafini said. “I will carry it forward with care as I begin a new chapter.”

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Alberta Ferretti Steps Down From Her Brand

The Italian designer is stepping down as creative director of her eponymous brand, with plans to name a successor soon.