Dondup chooses Achille Lauro as new creative director

If the name Lauro De Marinis may not say much to the general public, that of Achille Lauro is unmistakable, at least in Italia. Dondup, a denimwear brand founded in 1999, has chosen him as its new creative director, creating a partnership between fashion and music. The official debut will be in Milan, at the San Siro Stadium, on 15 June when Lauro will present his first capsule collection during one of his concerts.

The singer will lead Dondup's style office "with responsibility for defining and expressing the brand's creative vision in the women's, men's and accessories collections," reads a note released by the company, which from 2021 is in the Made in Italy Fund portfolio managed by Quadrivio&Pambianco.

Lauro De Marinis was born in Verona in 1990 and has also cultivated a passion for fashion in the past. In 2023, for example, he presented his project Les Enfant Terribles during the Fashion Graduate Italia event, dedicated to the collections of fashion school students.

"I wanted to create something that would remain. Not as a face, but as an author. Not a gesture, but a project. The beginning of a creative journey that in the coming years will influence Dondup's image, collections and positioning, preserving its DNA and strengthening its identity. Elegance is not an accessory, it is an attitude, and fashion must know how to tell it," he said.

Mauro Grange, CEO of Dondup, echoes his sentiments: "I am very happy that Lauro is joining our team in the role of Creative Director of Dondup for a long term collaboration. Thanks to his deep artistic sensibility and his appreciation for our brand's heritage, I am sure he will lead the creative team with a distinctive vision helping to write the next chapter of Dondup, capitalizing on its heritage and bringing great value to the brand. From the very first moments there has been a beautiful harmony between the two of us and we look forward to great projects together".