Silvia Onofri is the new CEO of Miu Miu

After Benedetta Petruzzo stepped down as brand director last autumn, Silvia Onofri is preparing to take on the role of CEO of Miu Miu. Previously serving as president of Napapijri, the Italian brand that owes its recent rebranding to Onofri's initiative, she will officially join the Prada Group starting February 26, reporting to the company's CEO, Andrea Guerra. Onofri’s resume includes renowned international fashion brands such as Bulgari and Bally. With her move to Miu Miu, she is preparing to take on perhaps one of the most challenging and rewarding roles of her career. Under the leadership of Miuccia Prada and Patrizio Bertelli, the Milanese brand, founded in 1993, has achieved remarkable results in the past year: in the first nine months of 2024, sales grew by 97% compared to the previous year, reaching an astonishing 105% in the third quarter.

Onofri's career has been marked by significant achievements: she started as a marketing and product manager at Bulgari, then joined Bally in 2008, where she held various roles until reaching the position of Chief Commercial Global Wholesale. She moved to Napapijri in 2023, initiating a modernization and relaunch process for the brand. In a recent interview with nss, Onofri described the rebranding of Napapijri as a project strongly focused on the brand’s heritage and technical potential, as well as a close collaboration with the brand curator (the first in the brand's history), Christopher Raeburn. In recent months, the brand has engaged notable figures from the international fashion and music scene in a playful mix of past and present, featuring international stars such as Lennon Gallagher and Patsy Kensit, as well as Italian designer Domenico Formichetti, known for his modern and innovative collections.

Together with the Napapijri team, Onofri revitalized the brand «as a cultural phenomenon,» the former president told nss. «We neither have the presumption nor the interest to compete with major brands that invest heavily in marketing. What matters to us is building an unexpected storytelling and connecting with our community,» Onofri explained. Her words highlight the responsiveness and dedication she has shown toward the brand—qualities she will likely bring with her to Miu Miu, contributing to its further growth. Meanwhile, the brand founded by Miuccia Prada is set to unveil its new collection during the first week of March at Paris Fashion Week.