Sergio Rossi has appointed Paul Andrew as its new creative director, marking a significant shift for the Italian footwear brand. Known for its craftsmanship and iconic designs, Sergio Rossi aims to blend its rich heritage with contemporary trends under Andrew’s leadership. Previously, Andrew established a successful shoe line before serving as the first designer to oversee all categories at Salvatore Ferragamo. His tenure there ended in 2021, but not before he earned a reputation for innovative and bold designs.

Andrew’s appointment is seen as a strategic move to rejuvenate a brand that has struggled financially in recent years. Revenue fell 4 percent to €60 million ($65 million) in 2023, prompting the need for fresh direction. Sergio Rossi emphasizes that Andrew’s approach balances innovative techniques with the traditional craftsmanship the brand is known for. This combination is essential in the luxury market, where consumer tastes continue to evolve.

The brand, now part of Lanvin Group, has undergone significant changes since being sold by Kering in 2021. With recent leadership changes within Lanvin Group, which has seen a steep drop in share value since its IPO, the focus on refreshing Sergio Rossi’s image is critical. As Eric Chan, CEO of Lanvin Group, stated, Andrew’s creative expertise is expected to guide the brand into a new era, aligning with their vision of maintaining heritage while appealing to modern clientele.

With Andrew at the helm, Sergio Rossi is poised to enhance its reputation in luxury footwear, potentially revitalizing its designs and expanding its market presence. As the brand navigates this transition, the focus will be on innovation, quality, and meeting the evolving demands of luxury consumers.