Brand

Alberta Ferretti was born in Gradara and spent her childhood in her mother's tailoring shop in Cattolica, immersed in the Fellinian atmosphere of 1960s Emilia Romagna, where, surrounded by fabrics, she developed a great passion for fashion.

At 18, she opened her clothing store, Jolly Shop, where, in addition to various brands, she also sold garments she had created and made herself. In 1974, when she realized the growing interest in her creations, Alberta Ferretti understood that it was time to produce a collection under her own name.

In 1980, she founded, along with her brother Massimo, the company Aeffe S.p.A. and the following year, she officially debuted on the Milanese runways, immediately achieving great success with her romantic and feminine style.

Between the late 1980s and early 1990s, Alberta Ferretti began a collaboration with some of the most important fashion photographers and top models, defining an aesthetic that would make Alberta Ferretti loved worldwide.

The lightness of chiffon, the richness of embroidery and lace, the femininity of the slip dress, and the refined and sensual lines are the protagonists of her collections.

In 1994, the first Milan showroom of the brand was inaugurated at Palazzo Donizetti, and two years later, Aeffe also opened a showroom in New York, inside a Liberty-style building on 56th Street. The rapid international expansion, coordinated by the four showrooms in Milan, Paris, London, and New York, led to the opening of numerous monobrand boutiques in the most important capitals of fashion and luxury shopping.

In September 2024, after a forty-year career of successes, Alberta Ferretti stepped down as Creative Director of the brand bearing her name to dedicate herself to the corporate activities of the Aeffe group in the role of Vice President.

Lorenzo Serafini, who joined the Aeffe Group in 2014 as Creative Director of the Philosophy di Lorenzo Serafini brand, succeeded her in this new adventure.

During Milan Fashion Week in February 2025, Lorenzo Serafini made his runway debut with the brand.
Lightness, femininity, individuality, and a modern interpretation of romanticism are the fundamental values and guiding principles of the brand's new direction.

VOGUE RUNWAY
By: Luke Leitch

Under Ferretti’s banner, Serafini set out his stall this evening as a designer dedicated to shaping a form of contemporary romanticism. Romance is a promisingly underexplored value in contemporary fashion, yet romance is also part of our universal emotional language: the lingua franca of love. This highly promising start left you excited for the second date.

STYLE MAGAZINE
By: Michele Ciavarella

Lorenzo Serafini alla sua prima collezione per il marchio, con Progressive Romantics porta all’attualità il lavoro sulla consapevolezza femminile della fondatrice. Debutto con sentimento.

HARPER’S BAZAAR FRANCE
By: Sarah Renard

Ponctuant cette idée de “romantiques progressistes”, une lettre de Zelda Sayre à l'intention de Francis Scott Fitzgerald est déposée sur le siège des invités. Elle qui a durant les Années Folles cherché à s’affirmer artistiquement indépendamment de l'urgence amoureuse qu'elle voue à l'auteur de Gatsby le Magnifique incarne les femmes imaginées ici par Lorenzo Serafini. Sensibles, fortes, prêtes à croire en tout mais pas à tout, à cueillir le vent sans semer la tempête, dans un mouvement de cœur qui n’ignore rien de la tête.