SimplyAbuDhabi XXXIII

1 5 4 S I M P LY A B U DH A B I M ilan, italy. in the heart of italian opulence and neoclassicism, there is one building that stands out: the Valextra palazzo located at number 3 Via Alessandro Manzoni. This palazzo, 100m from the Teatro alla Scala, the iconic Galleria Vittorio Emanuele and a stone’s throw from the artistic brera, hides a grey pearl of Milan’s architectural history. Valextra is and will always be the luxury brand that represents Milan and its people. Minimalistic, with incredible taste and with an eye for design, Valextra was founded in 1937 by Gianluigi Fontana in Piazza San babila (at the beginning of Via Monte napoleone) and the brand was instantly revolutionary; the name Valextra means “valigerie et extra” (luggage and more) and at that time in italy, when the Fascist party banned all foreign words and names, it was a groundbreaking and bold statement. in terms of bags, Valextra has always produced, since its foundation, minimalistic women’s bags, men’s business bags and luggage characterised by incredible design, calfskin leather and piping on the sides of the bags. When they first introduced their “24 ore” (24 hour business bag) in 1954, they won the prestigious “Compasso d’oro” prize, the oscars of design, and all their bags since then have impeccable design and construction. Another remarkable thing that surprised me when i visited their Headquarters in Milan is that Valextra, since its foundation, is the fashion/luxury brand which has patented the most techniques in the world with more than 100 patents under their name. Valextra was the first one to introduce piping in the bag world, and it was and it is still hand painted by their artisans. yet another distinction for Valextra is their colours. They have an incredible and vibrant colour palette to play with, but, as they told me, their most iconic colours are Havana (for men) and white (for women). if you have a sharp eye, you will see that all their bags have black piping, with only the Havana coloured bags in a different coloured piping, such as green. The brand remained under the Fontana family until 2000, when Emanuele Carminati Molina with his family business decided to invest in the brand and return it to its former glory. The most recent Valextra development was in 2013 when neo investment Partners bought a large stake of Valextra shares with the intention of relaunching the brand on a worldwide scale. “This has been the dream of every CEo, because when i first joined the company, i noticed that even after multiple property changes, no one has ever ruined or changed the Valextra brand and heritage, and every owner has respected its legacy and spirit” Ms. Sara Ferrero told me and who, since 2015 runs the company with a growth that is remarkable, but of course, in the understated way of Valextra. SimplyAbuDhabi:Which is your vision for Valextra andwhat are the brand’s values that you cherish themost? Sara Ferrero: Valextra is one of the few remaining brands that offer a luxury product with high-quality materials and craftsmanship that allows us to do whatever the client desires. Valextra is an essential brand with an essential product which is functional and design/architecture inspired. And these are the values i love and respect the most about the brand. in fact, it has no sense to produce a beautiful bag that is not practical yet functional for your daily use. Everyone has an “intimate” affair with the bag and, apart from being an accessory to your outfit, it symbolises who you are, defining your personality. And especially at Valextra, we have a very picky clientele which loves the brand and is very sophisticated in taste but wants to combine craftsmanship and taste with functionality. And our customers are all part of the same circle who know the product and cherish Designing Excellence: an interview with Sara Ferrero, CEO of Valextra by Ivan Allegranti