Fashion entered Lorenza Nucci’s life long before fashion became a profession. As a child, she chose her own outfits and spoke openly about becoming a designer. Years later, that early interest led her from southern Italy to Milan, where she enrolled in the Fashion Design program at Istituto Marangoni.
The move marked the beginning of a professional path built around a long-standing interest rather than a sudden decision. While many emerging designers speak about a defining moment, Nucci describes her connection with fashion as something continuous. The ambition to create her own label existed from the beginning, even during periods when the challenges of the industry made the goal seem distant.
A later move to London played an important role in changing her perspective. Living abroad gave her space to rebuild confidence and return to the idea of developing a brand under her own name. Since then, she has focused on building the project independently and shaping its identity according to her own vision.
Nucci describes her label as bold, direct, and rooted in authenticity. Rather than following a formula, she draws from personal instinct and observation. Ideas often begin with a visual impression or a recurring thought. When a concept stays with her and she already sees how somebody would wear it, she considers it worth developing further.
The creative direction remains largely personal. Nucci oversees design decisions and communication herself, while production has expanded beyond an individual operation due to growing quantities. The result is a label closely connected to its founder’s perspective and aesthetic choices.
Her references range from major figures in fashion history to contemporary brands. Among the designers she admires are Yves Saint Laurent, Gianni Versace, and Tom Ford, particularly during his years at Gucci. She points to Ford’s work as an example of long-lasting creative direction whose visual language still feels current. When asked about a possible collaboration today, Nucci names Nude Project. She says she sees a shared sense of passion, energy, and authenticity in the way the brand’s founders communicate their work, and believes the project would make sense on both a creative and personal level.
Looking ahead, Nucci speaks less about trends and more about people. She sees clothing as a tool for self-expression and views her designs as a way to help women feel confident and comfortable with their own bodies. Deep necklines and revealing silhouettes are intentional choices, connected to her view of personal freedom and self-determination.
Although her collections are designed from a female perspective, she describes the brand’s values as open to anyone who identifies with them. In the coming years, she hopes to continue expanding the business internationally while maintaining direct connections with the people who support her work
The message she returns to most often is simple. Leave the safe harbor. Take a chance. The wider world offers more possibilities than many people expect.
Lorenzo de' Nobili
Lorenzo de’ Nobili is a sound designer and composer exploring the intersection of sound, fashion and sport culture. His work is shaped by club music, cinematic textures and the visual language of contemporary cities. Through Casawi, he writes about the scenes, people and aesthetics redefining modern urban culture.
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