In a world where fashion brands often take years to establish themselves, The Attico’s journey is nothing short of remarkable. Co-founders Gilda Ambrosio and Giorgia Tordini launched their Italian luxury womenswear label in 2016 with a simple Instagram post featuring just their logo. Within an hour of posting, they received an enthusiastic email from Net-a-Porter expressing interest in their yet-to-be-revealed collection. This initial buzz is just the tip of the iceberg for a brand that has faced challenges head-on and emerged as a compelling force in the luxury fashion landscape.
Within its debut year, The Attico released a capsule collection of 38 pieces that included elegant silk robes and dresses, successfully securing partnerships with more than 140 international stockists. The brand’s sell-through rate exceeded 80%. Such early success was unexpected for the co-founders, who had aimed to craft a unique and defined aesthetic. As Tordini recounted, their intention was to create “a new aesthetic that combined the two of us” while giving voice to a diverse range of female personas. This ambition resonated well with customers, prompting explosive interest from major retailers.
However, the journey was not solely paved with accolades. The Attico faced significant challenges, particularly during the COVID-19 pandemic. As the world shifted to casual wear amid lockdowns, the brand realized it had to adapt its offerings. Initially focused on eveningwear and catering to the ‘It girls’ of the fashion world, they quickly pivoted to include a broader spectrum of products that blended luxury with everyday practicality. This strategic pivot led to the introduction of ready-to-wear items alongside shoes, bags, and accessories. One such innovation was their lightweight cargo pants priced at $1,000, which surprisingly became a bestseller, appealing to a new wave of consumers seeking comfort without sacrificing style.
In 2023, The Attico hit a revenue milestone of €30 million, outpacing earlier expectations and underscoring the brand’s remarkable resilience. The partnership with Archive, controlled by Moncler chairman Remo Ruffini, was a game-changer, providing much-needed structure in the operational aspects of the business. With a significant stake acquired in 2018, this partnership paved the way for organizational growth, allowing The Attico to scale rapidly while ensuring product quality and brand integrity.
Moving forward from its foundational success, The Attico took on a prominent role at Milan Fashion Week with its first-ever runway show for Spring/Summer 2024. The event not only celebrated the label’s aesthetic evolution but also showcased its commitment to modern luxury needs. Their new handbag, La Passeggiata, debuted at this event and received substantial media attention, following a limited-edition release in collaboration with Shop With Google. These efforts reflect The Attico’s strategic maneuvering in an ever-competitive market landscape.
The creative duo behind The Attico originally met in Milan and shared similar yet distinct visions for women’s fashion. The interplay of Tordini’s feminine, elegant designs with Ambrosio’s tomboyish style has forged a comprehensive identity for the brand. Each collection is intended to tell a different story, thereby connecting with diverse consumer identities. Tordini elaborated on this, stating that the label speaks to a multitude of characters, encouraging an array of personal expressions. This creative duality has undoubtedly set The Attico apart in the saturated luxury market.
As The Attico navigated significant disruptions like the pandemic, its marketing approach also evolved. The founders have recognized the importance of human connection in their communication strategies, using platforms such as TikTok and Houseparty to engage with their audience during challenging times. Recently, they drew from personal experiences to craft narratives around their collections, adding a layer of relatability and emotional resonance that is often missing in luxury branding.
The brand’s first full-scale runway show exemplified their innovative approach. Titled “The Sound of Breaking Glass,” the show incorporated personal themes—demonstrating how creativity can stem from life experiences, even rebuilding from heartbreak. Attendees included notable industry figures, and the designs on display illustrated the signature blend of femininity and gender-neutral styles that The Attico has come to embody.
Addressing the ongoing challenges in the wholesale market, The Attico’s leadership has adopted a cautious approach to partnerships and inventory management. The economic instability has affected many luxury brands, leading to the collapse of some well-known retailers. In response, Marcovaldi insists on a selective engagement with wholesale partners, underscoring that deepening relationships with key players will foster the brand’s longevity.
Looking ahead, The Attico is also prioritizing the Asian market, particularly South Korea, where they perceive a strong alignment between consumer aesthetics and their offerings. By nurturing relationships with local retailers, The Attico plans to adapt its products for varied Asian markets while continuing to capitalize on its European roots.
Collectively, the founders recognize that their brand’s evolution will be organic, driven by genuine opportunities arising from longstanding partnerships and market needs. Marcovaldi noted, “What we really want is to develop and craft strategies that can allow us to continuously strengthen the brand language.”
The Attico’s journey reflects not only the serendipity of a well-timed Instagram post but also the challenges inherent in the ever-changing fashion landscape. As they navigate this complex ecosystem, their commitment to a blended aesthetic and strong brand identity positions them for continued success.
