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Miu Miu named Silvia Onofri, the former president of VF Corp.’s Napapijri, as its new CEO.
Onofri succeeds Benedetta Petruzzo, who was hired as Christian Dior’s managing director in September after leading the brand through a period of stellar growth.
Sales grew over 50 percent in 2023 before roughly doubling last year.
Onofri joined Napapijri in 2023 after 15 years at Swiss footwear brand Bally. Previously, she began her career at Bulgari in Rome.
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Miu Miu is currently seeking to deliver a soft landing from its phase of rapid growth in a tough market for luxury fashion brands. LVMH and Kering both reported declining sales in the holiday quarter.
In a recent interview, Prada Group CEO Andrea Guerra said Miu Miu’s plan for 2025 was to “add degrees of masochism: analysing whatever weak signals come from the market, competing with ourselves even more.”
Miu Miu’s new CEO arrives as the brand navigates a design shake-up. While Miuccia Prada remains the label’s creative director, a key deputy — design director Dario Vitale — recently exited the brand.
Vitale is headed for a key role at Versace, industry sources said.
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Prada’s Plan for Growing in a Luxury Downturn
What’s ‘polyhedric brand equity’? Chief executive Andrea Guerra breaks down how Prada and Miu Miu — luxury’s ‘cultural brands’ par excellence — continued to outperform the market last year, and his outlook for 2025.
