Marni is embarking on a new chapter under the leadership of CEO Stefano Rosso and Creative Director Meryll Rogge, who are steering the brand towards a redefined vision of luxury. Their collaboration, marked by Rogge's critically acclaimed debut collection, emphasizes the importance of a woman's touch in design, a focus on client engagement, and an innovative approach to market strategy. This refreshed direction aims to honor Marni's founding spirit while captivating a new generation of consumers and asserting its unique position in the evolving fashion landscape.
Meryll Rogge's appointment as Creative Director coincided with a broader industry shift, yet her initial collection for the 32-year-old OTB-owned label garnered significant praise. Critics, including those from Vogue Runway, lauded her ability to stay true to founder Consuelo Castiglioni’s aesthetic while charting a course for 2026 and beyond. During the Vogue Business Global Summit in Chantilly, France, Rogge and Rosso delved into the intricacies of Marni's evolution. When queried about the advantages and challenges of being a female designer, Rogge highlighted the brand's origins with a female founder, emphasizing Castiglioni's desire to design for herself. Rosso underscored that talent transcends gender, affirming Rogge's creative prowess as the primary reason for her selection. He noted that her being a woman was an added benefit, particularly in refocusing on women's ready-to-wear, a segment that had seen recent struggles.
Rogge's deep connection to Marni predates her current role, as she revealed purchasing Marni shoes with her very first fashion paycheck in 2008. This personal history suggests a destined alignment with the brand. Looking forward, both leaders stress that Marni's future lies in its enduring spirit and values, rather than a strict adherence to archival pieces. While the archives will always play a role, the core focus remains on interpreting the brand's essence for a contemporary global audience. Rosso encapsulated Marni's values as "modern elegance," characterized by a distinctive viewpoint and a willingness to "color outside the lines." This philosophy, he explained, involves bringing sophisticated, everyday wearable elegance to customers, a tradition upheld since the brand's inception with its unique color-blocking and geometric designs.
Their recent trip to Asia, particularly Japan, provided invaluable insights into market dynamics. Rosso observed a significant shift towards uniqueness among clients, emphasizing the need for compelling reasons to visit physical stores, especially in China. This translates into a heightened focus on clienteling and creating immersive brand environments that extend beyond mere clothing. The rise of independent maisons over traditional mall stores reflects a desire among consumers to spend more time engaging with brands in a relaxed setting. Rogge highlighted the anticipated success of the Trunkette bag, a reinterpretation of the classic Trunk bag, and knitwear, a consistently strong category for the brand, as key pieces for Fall 2026. Rosso added that expanding the leather goods business, including shoes and bags, is a crucial strategic objective, expressing confidence in their ability to make significant strides, beginning with the Trunkette and beyond, alongside the growing prominence of Marni's jewelry line.
The current industry climate, marked by a reshuffling of creative directors, has presented both opportunities and challenges for Rogge. While she had the advantage of observing these changes before her appointment, her unique personal history with Marni, having been a client and an admirer since her teenage years, makes her role particularly special. Rosso emphasized OTB’s (Only the Brave) approach to talent acquisition, which prioritizes fostering creativity and taking chances, even supporting established figures like John Galliano. This ethos of valuing genuine creativity and engaging in open dialogue defines their working relationship, which they describe as natural and collaborative, built on shared priorities and a deep understanding of the brand's direction. Rosso, as CEO since 2024, faces the challenge of attracting new clients and making Marni stand out in a competitive luxury market. He believes that educating consumers, especially the younger generation, on the intrinsic value, quality, and unique perspective of luxury items is paramount for the industry's survival. He highlights that understanding client desires and fostering a two-way conversation, rather than a top-down approach, is key to the "new luxury" model that Marni and OTB brands embody.
