LuisaViaRoma
LuisaViaRoma is a Florentine luxury fashion retailer with a long history of combining fashion, culture, technology and experience. Its identity already extended beyond retail through its e-commerce platform, events, editorial content and sustainable initiatives. Our starting point was not to reinvent what LuisaViaRoma stood for, but to look at where the brand could go next.
My role
Eternal
For my bachelor’s thesis, I worked with a partner to develop Eternal, a five-year strategic and creative programme designed to strengthen the relationship between LuisaViaRoma and its community. I led the research and writing and developed the concepts and strategic proposals, while we worked together on the overall creative direction.
The idea was to create a brand environment where people, fashion and progress could exist together. The intention was to give more room for individuality, transparency and participation.
01 — People
Eternal Humanity
One of the main opportunities we identified was around community and inclusion. Rather than treating diversity as something that needs to be announced or explained, our approach was to make it part of the brand naturally. People would be there because of their personality, creativity and relationship with fashion, not because they were filling a category.
This became the thinking behind Eternal Humanity: a part of the programme dedicated to people, emerging talent and new perspectives. The ideas included a Gen Z platform on the website, interviews and styling content with young creatives, an LVR Academy for people entering the fashion industry, a community podcast featuring employees, and a partnership with Florence Factory supporting local craftsmanship.
The intention was to make LuisaViaRoma feel less like a retailer speaking to an audience and more like a community people could contribute to.
02 — Lifecycle
Eternal
Fashion
Beyond the purchase.
Sustainability shouldn't stop at the purchase. We explored ways for LuisaViaRoma to become part of a product's entire lifecycle through resale, repair and donation.
Ideas included partnerships with Lampoo and StockX, a customer donation programme. As well as Fix Me, connecting customers with local artisans to repair their pieces. The goal was to make conscious choices feel like a natural part of the luxury experience.
03 — Information as experience
Eternal Transparency
The final part of the strategy looked at transparency, not as information for its own sake, but as another way to improve the customer experience. We proposed a Digital Passport giving customers access to the sustainability credentials and traceability of their purchases, alongside a footprint tool, information about conscious materials, brand surveys and climate-conscious delivery.
We also explored a virtual try on experience to help customers make more confident purchases and reduce unnecessary returns. The common thread was giving the customer more control. Instead of asking people to simply trust that a product is responsible, the brand would give them the information and tools to make their own decisions.
04 — Campaign expression
Et.actitude
Belonging doesn't have to mean looking the same.
The campaign expression of Eternal explored the idea that belonging doesn't have to mean looking the same. Inspired by Exactitudes, we developed et.actitude around the contrast between a shared visual language and individual identity. The concept brought different personalities together within the same environment while allowing their styling, attitude and character to remain distinctly their own.
The intention was not to create one version of the LuisaViaRoma customer. It was to show the breadth of people who could belong to the brand, each with their own way of dressing, moving and expressing themselves. The editorial and fashion film were designed around this idea, using a consistent setting while allowing each protagonist's individuality to come forward.
