Miu Miu has appointed Silvia Onofri, former president of VF Corp.’s Napapijri, as new CEO.
Onofli still succeeds after Benedetta Petruzzo. Benedetta Petruzzo was hired as Christian Dior Managing Director in September after leading the brand throughout the stellar growth period.
In 2023, sales increased by more than 50%, almost doubled last year.
Onofri joined Napapijri in 2023 15 years later with Swiss Footwear Brand Bally. Previously, she began her career in Bvlgari, Rome.
Miu Miu is currently looking to offer soft landing from a rapid growth stage in a tough market for luxury fashion brands. Both LVMH and Kering reported a decline in sales in the holiday quarter.
In a recent interview, Andrea Guerra, CEO of Prada Group, said that Miu Miu’s plan for 2025 was “additionalizing the degree of masochism: analyzing weak signals coming from the market and further competing with themselves.” He said.
Miu Miu’s new CEO arrives as the brand navigates the design shake-up. Miuccia Prada continues to be the label’s creative director and its key agent, Design Director Dario Vitale, recently ended the brand.
Vitale is heading towards a key role in Versace, industry sources said.
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Prada’s plan to grow in a luxurious recession
What is “Polyhedric Brand Equity”? CEO Andrea Guerra has analysed how Prada and Miu Mew (the excellence of luxury “cultural brands”) have continued to outperform the market last year, and his outlook for 2025 has turned out to be Masu.
