Evangelie Smyrniotaki is the new Artistic Director of Sergio Rossi

After Chiara Ferragni who in 2021 joined the board of directors of Tod's, the new year opens with another influencer who reaches a leading position a fashion brand: from January Evangelie Smyrniotaki is the new Artistic Director of Sergio Rossi. To announce it is the CEO of the brand, Riccardo Sciutto:

"I’m glad for the arrival of Evangelie and I strongly believe that her knowledge of luxury shoes’ aesthetic and new media will bring great value to the brand. Communication has changed a lot in these years and Evangelie sums up the new figures that the industry needs; today, brands have to resonate with clients and on new communication tools — and I believe in a creative management, which is able to be consistent with communities’ needs."

Smyrniotaki, better known on Instagram as Style Heroine, after the name of her blog founded in 2011, is one of the most beloved and influential it-girls. Her glamorous, refined and glossy shots, characterized by saturated colors and dramatic, theatrical poses are much more like those of a fashion magazine than a simple IG profile, have allowed the Greek digital content creator to reach over 400 thousand followers, launch a successful career as an art director and obtain collaborations with brands such as important Chanel, Prada, Versace and Mytheresa.

"It is a privilege to join Sergio Rossi at this exciting time and I look forward to shaping a new chapter with the brand. I have long been an admirer and I firmly believe that the brand, backed today by Lanvin Group, has only begun to express its potential." 

Said the influencer, sharing the news of the new job. In his role, Smyrniotaki will lead the brand's image identity, directing advertising campaigns, creating content, handling styling and every other creative aspect.

His is one of the many new names (with Matthieu Blazy from Bottega Veneta and Camille Miceli from Emilio Pucci) just entered the creative direction of structured brands and with a well-established heritage where they will have the opportunity to redesign the meaning of a role. His appointment as creative director demonstrates the internal mutation of the fashion industry, careful to research new ways to be relevant to the consumer, especially in luxury.

The influencer becomes for Sergio Rossi a cultural leader, an expert in aesthetics and commercial marketing strategy able to lead towards effective and engaging choices for the public a colossus of the product. The organic follow-up to its profile, with which Smyrniotaki has built a relationship of trust at the peak of its success, constitutes both a pool of potential new buyers in line with the target and an audience ready to appreciate the influencer’s future moves, leading to a higher social engagement possibility. The horizontality of the role of the influencer has been developing over the years, when originally it was only a creator who deals with hybrid selfmarketing, strategy, brand building and public relations and shows how the facets of cross-cutting experience and audience knowledge are becoming more important than technique in choosing a leader for big brands. 

The first test will be during the upcoming Milan Fashion Week in February 2022, when the Evangelie Smyrniotaki x Sergio Rossi capsule collection will be presented.