In the world of dressing up to get social media attention, art director Mattia Ferrari has found his sweet spot and a good reason to venture into uncharted territory: A brand of his own.
Courtesy of Julfer
“I had connected with this significant group of celebrities that I’d suggest brands to endorse so I thought ‘Why not launch my own fashion brand?’” he said. He is blunt about having the likes of Sita Abellan and Olivia Culpo in mind when designing Julfer’s Y2K-inflected gear. “It’s important for a nascent brand to forge a strong distribution network, to enhance brand perception and build credibility. If you want retailers to bet on you, you have to reward them somehow,” he said, explaining why he is not focusing on e-commerce for the time being.
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