Sergio Rossi, the prestigious luxury footwear brand, is embarking on a fresh new brand strategy following its acquisition by Lanvin Group. To aid in its digital transformation, the Italian label has appointed Evangelie Smyrniotaki, a prominent Greek influencer, as its creative director. With a staggering 400,000 followers on Instagram and the founder of the highly popular Style Heroine blog, Smyrniotaki brings her refined style and extensive fashion knowledge to Sergio Rossi.
In her new role, Smyrniotaki will take charge of enhancing Sergio Rossi’s brand image, which includes overseeing advertising campaigns, content creation, styling, and overall creativity. However, the label’s in-house creative studio will still be responsible for the collections. Riccardo Sciutto, the Managing Director, firmly believes that Smyrniotaki’s impeccable aesthetics and expertise in both footwear and digital media industries will undoubtedly bring significant value to the brand. He understands the ever-changing landscape of brand communication and sees Smyrniotaki as the type of innovative professional that the industry desperately needs.
Additionally, Sciutto acknowledges the crucial role of increasing empathy with customers through new communication tools and hopes that Smyrniotaki’s guidance will expand Sergio Rossi’s social media presence. As part of her collaboration with the brand, the influencer, who is based in Athens, will also design a capsule collection named Evangelie Smyrniotaki x Sergio Rossi, set to be unveiled at the womenswear fashion week in Milan this coming February.
Smyrniotaki herself expresses her admiration for Sergio Rossi and believes that with the backing of Lanvin Group, the brand is only just starting to tap into its full potential. With her expertise combined with the brand’s newfound focus on digital transformation, Sergio Rossi aims to make a lasting impact in the luxury footwear market.
Useful Links:
1. Sergio Rossi Official Website
2. Evangelie Smyrniotaki’s Instagram
