The brand

The Lorena Antoniazzi brand, specialized in high-end knitwear, was born in Perugia in 1993. The genesis of the brand is to be found in the passion that unites Lorena, creative director, and her husband Luca Mirabassi, founder and owner of Sterne International, an Umbrian company which produces and distributes the brand.

At the same time, the two share a passion for design and the production of top quality garments, with a particular focus on the world of knitwear. The history of the brand is, in fact, that of a bet: Lorena Antoniazzi and Luca Mirabassi, who in the early 90s have different experiences in the fashion system, decide together to create a small collection of women's garments, using prestigious yarns and innovative techniques, producing everything in Umbria. Strengthened by the entrepreneurial intuition that animates Luca and the creative talent that Lorena has shown since childhood, they begin an adventure that, twenty years later, can still be said to be electrifying.

The Designer

From an early age, Lorena Antoniazzi showed a strong creative talent and an aptitude for drawing in particular. The sketches he made when he was only 10 years old for a competition, held for the celebrations for the centenary of the Liberation of the Veneto, are exhibited at the Gran Guardia, the most prestigious museum in Verona.

Lorena Antoniazzi enters the world of fashion in small steps: behind her she has a family of tailors: her grandfather, who made men's suits, and her aunt.

Back in Verona, she starts working as a saleswoman in a clothing store. Her creative vein immediately resurfaces, so much so that, in a short time, Lorena from a simple seller is promoted to buyer. He works for five boutiques in Verona and often goes to Milan, a city that is establishing itself as the capital of Italian fashion.

In Milan she was noticed by Enrico Coveri who, recognizing her talent, hired her to follow the production of the leather garments of his collection. Shortly thereafter Lorena Antoniazzi began to train as a designer, with particular attention to knitwear: she worked alongside Claude Montana first and then Giorgio Armani, then creative director of Erreuno.

Wholesale and retail

The distribution strategy of the Lorena Antoniazzi brand focuses on a synergy between the wholesale and retail channel. In particular, the company has the objective of improving the retail channel by increasing the number of Lorena Antoniazzi flagship stores all over the world through a focused partnership with local business operators.

The first opening in 2013 was the Paris boutique, later the single-brand stores were opened in Milan, Ortisei and at The Mall in Incisa. In Europe our stores are in Cannes and Saint Moritz, in Asia in Daegu, Seoul and Busan, as well as being present in the most important department stores in Russia and China with dedicated corners. Sterne International plans forecast store openings in prestigious locations in Japan and Korea and the enhancement of collaborations with its distributive partners.

Lorena Antoniazzi selects new locations in the best cosmopolitan shopping streets in the world’s most beautiful and prestigious international destinations. Each store is a reflection of the values the brand wants to convey: Italian character and comfort. A predisposition to an exclusive lifestyle which transmits the Made in Italy excellence.

Materials like corten and wood create an intimate and hearty atmosphere which will make you feel “at home”, the warm and captivating scents of the custom selected fragrance, a full and enveloping experience involving all senses.

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