Frankie Morello is currently in the midst of a significant transformation, marked by the appointment of Damir Doma as the new creative director. Established in 1999 by Maurizio Modica and Pierfrancesco Gigliotti, the brand is gearing up for a revival this season with Doma taking the reins of both the menswear and womenswear collections. The reintroduction of the women’s line, which had been previously discontinued, is set to make a grand return at the upcoming Milan Fashion Week with a co-ed collection scheduled to debut on September 20th.
This pivotal moment for Frankie Morello signifies a complete reimagination of the label’s aesthetic, as it strives to redefine its identity under the visionary guidance of Damir Doma. Known for its whimsical and quirky designs, the brand is poised for a significant shift towards minimalism and a renewed perspective. This evolution is exemplified by the sleek new logo, which now features the succinct moniker “Frankie Morello Milano” boldly emblazoned in black against a subtle grey backdrop.
The Italian brand underwent a change in ownership in 2016, when the Ammaturo family, renowned for their ventures in oil and fuel distribution through the Ludoil group, acquired it. Following a 25% stake purchase in 2014, Donato Ammaturo assumed full ownership in 2016, resulting in the departure of the original founders. The primary objective of the new owner is to reinvigorate Frankie Morello’s stature in the fashion industry, both in Italy and globally, building upon its existing annual revenue of nearly €20 million.
Equipped with a fresh headquarters in Milan and a revitalized management team, Frankie Morello is poised to embark on a new chapter under the leadership of Damir Doma. Doma, who launched his eponymous label in 2007 before transitioning to Milan, brings a unique perspective and a wealth of experience cultivated from collaborations with esteemed brands like Lotto and Rossignol. The trajectory ahead appears promising for Frankie Morello as it charts a new course in creativity guided by Doma’s artistic vision.
For more information, visit Frankie Morello’s official website and Vogue’s coverage of fashion shows.
