As the Couture Week came to an end, the echos of the magnificent shows of Valentino in Paris and Dolce and Gabbana on the Como Lake have not faded yet.

With a more global, Audrey Hepburn, Funny face, bold Marisa Berenson  the Roman Maison and with a Italy at its best, playful, spectacular 3-days happening the Italian Fashion duo, both Houses played the best of: - couture know-how - grand storytelling - colors and shapes - majestic atmosphere and tone - formidable refinement and attitude

The two Italian houses, free from the pressure of steady double digit growth and eager shareholders, developed a daring spirit.

Fierce free-spirits, they paved the way for an outstanding achievement in terms of Brand growth and strong equity development. No need to compromise and also taking the chance to learn by doing.

The secret of such thriving Italian luxury brands is clear thanks to their example: keeping the energy high through creative exercises instead of being obsessed of just financial figures.  Healthy growth thanks to a long-term vision that magnifies the creative direction instead of spoiling it. Belief in the power of imagination vs. merchandising supremacy.

Freedom within a framework.

Susanna Nicoletti for Joliegazette - a fashion and luxury marketing, communication and digital senior professional in the industry with boutique consultancy www. thefashiondispatch.com