Alberta Ferretti has hired a new creative director for Philosophy di Alberta Ferretti, her lower-priced, little sister collection. Lorenzo Serafini, 41, is a graduate of the fashion design program at Nuova Accademia di Belle Arti, Milano, and a design room veteran, with five years of experience at Dolce & Gabbana, where he was lead designer of womenswear, and a decade at Roberto Cavalli before that. He replaces Natalie Ratabesi, who stepped down in June after three runway seasons at Philosophy. Serafini’s first order of business will be bringing the collection back to Milan for a February 2015 runway debut; for several years, the line was shown in New York. He called in from his second day on the job to discuss his surprisingly long-term plans for the brand. He’s got a lifetime plan.
You’ve been in-house at Dolce & Gabbana and Roberto Cavalli for a long time. Did you jump at the chance to take on a creative director role?
After so many years working for other designers, I thought it was the right time to go out on my own, to take this chance that Mrs. Ferretti offered me. And I also feel lucky enough to be in a period when young designers are getting more recognition than any other time in Milan. In the past, New York and London had been much more supportive to young designers, guys like Alexander Wang, and even before him, Proenza. They had a chance to come out. In London, Christopher Kane. It never really happened in Milan. But with Fausto Puglisi and Jeremy Scott at Moschino, it’s a good time now for Milan.
What are your goals for Philosophy?
I think showing in New York has been an important statement for the positioning of the Philosophy line. But I’m an Italian, and the brand is Italian, and we produce in Italy, and I think that what’s happening in Milan now, it’s very exciting. My desire is to be part of it, part of the new blood. My first collection will be in Milan.
Why do you think Mrs. Ferretti picked you?
After we spoke, she understood that we could share the same vision. I’ve always liked what she did with her own line and with Philosophy. It’s always represented femininity, lightness, and sophistication, and these are values that I’m really into. She understood that I really like the vision she has.
It’s day two—what’s on the agenda?
The first thing is defining my woman. At the moment, she’s a mix of Brooke Shields in Endless Love by Franco Zeffirelli and Isabella Rossellini in Wild at Heart by David Lynch. These are the two characters I built my mood board with images of. Actually, I’m a shy and romantic guy, but as a designer I’ve been educated in fashion houses where the power of sex appeal has always been pivotal, and in the end I embraced that education. Now I really enjoy both sides. These two women represent what I have in my mind, not just for the next collection, but for the identity of the brand. Brooke is innocent and romantic, Isabella represents the more shameless side of sex appeal. For sure these two things are going to be the two most important aspects of my work.
Beyond sex appeal, what else did you pick up from your years working with Dolce & Gabbana and Mr. Cavalli?
Roberto taught me that nothing is impossible—he really taught me this—while Stefano and Domenico taught me that reality can be better than dreams, that fashion actually can be a family affair in which values like passion, tradition, and loyalty are important elements of success. The most important thing I keep in my heart from when I talked to them about leaving was to remember to trust myself always and never be afraid. I have to say, if I’m here now, it’s really thanks to the two of them. They really supported me.
It sounds like you had very positive experiences.
Definitely. At Cavalli I was there for 10 years, and with Stefano and Domenico, I can say I really found a family. I hope to be able to build my own family with this experience.
You replace Natalie Ratabesi, who wasn’t at Philosophy very long. What will you do differently?
I have to say, I’ve always spent a long period of time in the houses I’ve worked for. Now that I have the chance to build my own brand, I would love to think that it is forever. I know that can sound a bit naive, but I really feel the need to have this kind of idealism. Every experience, I’ve never thought it was a passage for some other experience. Thankfully, life can give you other opportunities that you are free to take, and I decided to take them. But I always approach every situation with the same thing, that it might be my forever thing.
How did you land in fashion in the first place?
I’ve always been obsessed with magazines. Magazines and vintage books are my obsessions. They were my first experience with fashion. I started at Accademia di Belle Arti in Milan after high school. I won a small contest in Italy and won an internship at Anna Molinari and Blumarine. That was my very first job. I started as an intern and it lasted five years.
Who are your designer idols?
Gianni Versace has always been very important to me. I’ve been collecting his catalogs since the beginning. But there isn’t just one designer. Plus, I have to say I’ve been very lucky to work with designers I’ve admired.
Often when I’m in Milan, I feel like everyone’s on the same bandwagon. Everyone was doing the ’70s this season. Not so much Dolce, though—there’s a strong point of view there.
I really don’t know how at the end of the season so many brands end up with the same thing, with the ’70s trend, for example. It’s something magic, because nobody talks to each other. It has to be something in the air. When it happens it’s fantastic in a way. Don’t you think so?
What is amazing at Dolce is that they always want to remain attached to their vision. They are talking about style, they are not talking about fashion anymore. They are more concentrated on their own style. Not so many fashion houses have such a precise DNA, and once you have it, you better work for it, not to let it loose, to let it go.
A lot of the other labels at Philosophy’s price point are very trend-driven, though. Is that something you have to consider?
I don’t think I will follow trends. I will try to build a vision and to work on that vision. I hope I’ll be able to invent a Philosophy style. That would be to me the most amazing thing I could reach. Of course, we will work on price point. That’s an important part of the project. It doesn’t make things easy. I’ve always been at big houses, where the budget is there is no budget, where you can do whatever you want in terms of embroidery, in terms of choosing the best materials. This is a new challenge to me. I hope I will be able to do the best with a choice that’s not that wide open.
I started yesterday. We are a month and a half late on the schedule, so we have to gain the time we lost. It’s such a great challenge for me. I’m really appreciating this chance to try. It’s so different to work for some other vision than to work on your own. Really. You feel the responsibility, much more the pressure. Even if I just started, the perspective is really different.