'Patrizia Pepe'- The Brand you need to know
Posted on March 11 2021
Ever since the brand was founded in Florence in 1993, Patrizia Pepe has been a mainstay on the Italian fashion scene. The brand is led by the inimitable Patrizia Bambi, co-founder and creative director, who is inspired in all things by the essence of womanhood, and her husband, Claudio Orrea, the entrepreneurial president.
Bambi gave the brand her own name, along with “Pepe”, a nod to the contrasting facets of the modern woman. Although the womenswear line remains its heart, Patrizia Pepe introduced a menswear line in 2005, followed by childrenswear in 2007.
“Along with my innate passion for fashion and drive for creativity, the inspiration behind Patrizia Pepe is the female universe, which is what inspires my work every day,” Bambi said in an interview with Global Blue. “Women and their vibrant soul, made of thousands of shades and talents; that inner beauty coming from their strength, confidence and freedom.”
Because women themselves are at the heart of the brand, the collections are led by classic style and female power and desires, rather than by passing trends. As a result, the pieces are feminine, timeless and powerful; at times practical enough for everyday life, at others, glamorous and fun, but always with an undercurrent of rebelliousness and fun.
Bambi is inspired by “the Patrizia Pepe woman” in her designs and business decisions, calling her muse, “A strong and consistent woman, living on the border between urban sophistication and irreverent sensuality. She’s bold and brave, and she knows where she stands. She is not afraid to be ironic or unconventional, as she’s unconditionally free and independent.”
“The brand has always been a fashion precursor thanks to its distinctive combination of modern elegance, flawless quality and refined glamour. Our aesthetic is understated yet always connected to the time we live in and to the real needs of women,” Bambi added. “Patrizia Pepe is a mix of style and attitude designed to make you always feel at ease and comfortable.”
Campaign: Patrizia Pepe. Photography: Sharif Hamza. Styled by: Lorenzo Posocco. Model: Dua Lipa.
In 2012, the brand unveiled an unlikely symbol – the fly. The silhouette of the insect represents the constant evolution of women; it is small, but it is light, fast and unafraid. The stylised icon now appears as a motif on everything from clothes to bags and jewellery.
The Patrizia Pepe flagship store opened in Milan’s fashion district in 2011, and Bambi – not one to take a back seat – was as heavily involved in the store design as she is in her fashion design. She chose the location for the store, on Via Manzoni, as she felt its proximity to theatres, galleries and centuries-old buildings was representative of Patrizia Pepe’s inspirations from art, music and culture.
Since then, the store has been converted into a modern shopping experience called Glam Rhapsody, with walls wrapped in velvet and adorned with mirrors. The fly is rendered in neon and the digital shopping experience comes to the fore thanks to interactive screens throughout the store.
Then, in 2017, Patrizia Pepe enlisted international pop star Dua Lipa to act as the face of their Autumn/ Winter campaign, creating an exclusive cover and music video of the classic song Bang Bang. The aesthetic was modern, sexy and powerful and nodded to the brand’s origins rooted in contemporary culture.
The star said of the brand, “[It] reflects our desire to put ourselves out there, to follow our dreams and to express our creativity. The brand’s version of the Italian style, usually classic, is glamorous and rebellious; it shows incredible strength.”