Sergio Rossi puts influencer Evangelie Smyrniotaki in charge of brand image

By

Dominique Muret

Translated by
Nicola Mira

Published
Jan 14, 2022

Sergio Rossi, acquired last June by China-based Lanvin Group (formerly Fosun Fashion Group), is implementing a new brand strategy. The Italian luxury footwear label is pushing ahead with its digital transformation, and has turned to Greek influencer Evangelie Smyrniotaki, appointing her creative director. Smyrniotaki, who is in her thirties, has over 400,000 Instagram followers, and founded the Style Heroine blog in 2011. Over the years, the blog has become a popular online magazine, renowned for its sophisticated style and fashion advice.

In her new role, Smyrniotaki “will drive [Sergio Rossi’s] brand image, in particular she will take charge of advertising campaigns, content creation, styling and creativity,” said Sergio Rossi in a press release. The design of the label’s collections will continue to be supervised by Sergio Rossi’s in-house creative studio.

“I believe that her refined aesthetics and knowledge of the footwear and digital media industries will add great value to the label. Brand communication has changed considerably in recent years, and Evangelie is the kind of new professional profile the industry needs,” said Managing Director Riccardo Sciutto.

“Nowadays, brands need to increase their level of empathy with customers through new communication tools, and I am sure that creative brand management can be consistent with the needs of the community,” said Sciutto, who is also hoping to boost Sergio Rossi's social media presence.

The Athens-based influencer will design an Evangelie Smyrniotaki x Sergio Rossi capsule collection, which will be unveiled at the womenswear fashion week in Milan in February.

“I have long been an admirer of Sergio Rossi, and I firmly believe that the label, supported today by Lanvin Group, is just beginning to fulfil its potential,” said Smyrniotaki.