Luxury shoe label Sergio Rossi, which was acquired last June by Fosun Fashion Group, now Lanvin Group, has named a new artistic director.
It is no other than Instagram influencer and fashion blogger @styleheroine, or as Greeks know her, Evangelie Smyrniotaki.
Smyrniotaki created her brand, Styleheroine in 2011.
It started off as a creative passion project focusing on her daily style, and quickly became a recognised entity on the fashion scene, amongst the most discerning of luxury brands.
Her fashion point of view and her trend forecasting ability are what helped to globally propel Styleheroine.
Nowadays Smyrniotaki is considered as the “next go-to converter for luxury brands and retailers” according to WWD and is one of the most recognisable faces of the Fashion Weeks’ front row scene.
Starting this month, the Greek model and art director will begin overseeing the Sergio Rossi brand image, including directing marketing campaigns and content creation.
She will also present her first capsule collection, Evangelie Smyrniotaki x Sergio Rossi, at the upcoming February 2022 Milan Fashion Week.
CEO Riccardo Sciutto said in a statement, “I strongly believe that [Evangelie’s] knowledge on luxury shoes aesthetic and new media will apport a great value to the brand. The communication has changed a lot in these years and Evangelie sums up the new figures that industry needs”.