In a year of incredible growth, Miu Miu has appointed Silvia Onofri as its new CEO. Onofri, known for her success in repositioning heritage brands, steps in during a critical period for the luxury house. What prompted this decision, and how might it shape Miu Miu’s future as Prada Group accelerates its digital and creative evolution?
Silvia Onifri: A Practiced Hand in the High Fashion Industry
Silvia Onofri is a seasoned executive with over 20 years of experience in the luxury and fashion industries, known for her expertise in brand repositioning, digital transformation, and operational efficiency. She holds an MBA in Business/Managerial Economics from Sapienza Università di Roma, where she graduated with honors.
Career Timeline:
- 1999–2000: Marketing Intern, Mila Schön, Milan, Italy
- 2000–2006: Corporate Trade Marketing Manager, Bulgari, Rome, Italy
- 2007: Sabbatical Year in Southeast Asia
- 2008–2023: Bally International, Ticino, Switzerland
- CEO, EMEA (2018–2019)
- EVP, Global Wholesale & Licenses (2019–2023)
- Chief Commercial Officer, Global Wholesale (2022–2023)
- 2023–2025: President & CEO, Napapijri (VF Corporation)
Throughout her career, Onofri has driven growth through digital innovation. She notably launched Bally's Virtual Showroom and repositioned Napapijri to attract a new generation of consumers. She is recognized for her inclusive leadership style and customer-centric strategies.
Prada: A Brand Looking to Shake Up Fashion with Offshoot Miu Miu
Needing no introduction, Prada Group is a global leader in the luxury fashion industry, managing a portfolio of renowned brands, including Prada, Miu Miu, Church's, Car Shoe, and Marchesi 1824. Headquartered in Milan, the group operates in over 70 countries with a network of more than 600 stores worldwide.
In 2024, the company experienced significant growth despite a broader slowdown in the luxury market, with total revenue reaching approximately €4.2 billion. A substantial part of this growth was driven by Miu Miu, which nearly doubled its sales throughout the year thanks to strategic brand repositioning, product innovation, and a stronger connection with younger consumers.
Miu Miu, established in 1993 as Prada’s more playful, avant-garde counterpart, has emerged as the group's fastest-growing brand. Its success can be attributed to a combination of youth-focused marketing campaigns, digital-first strategies, and high-profile collaborations.
The brand’s appeal among Gen Z consumers has been particularly noteworthy, with social media engagement driving unprecedented levels of interest. However, Prada remains the group's flagship brand, contributing the majority of the company’s revenue. It has maintained strong sales, particularly in Asia and North America, largely driven by e-commerce expansion.
Onifri and Miu Miu: The Perfect Ensemble?
Silvia Onofri will officially assume the role of CEO at Miu Miu on February 26, 2025. She succeeds Benedetta Petruzzo, who left the band in October 2024 to become the General Manager of Christian Dior Couture.
This leadership change comes during a period of exceptional growth for the Prada-owned fashion house, as Miu Miu has emerged as one of the fastest-growing luxury brands globally.
Miu Miu’s performance in 2024 was remarkable, with retail revenue surging by 97% in the first nine months of the year, reaching €854 million. The brand now accounts for 25% of Prada Group’s total sales, a significant leap for what was once considered Prada’s more playful, niche sibling.
This success can be largely attributed to its youth-oriented marketing strategies, collaborations with cultural icons, and a renewed focus on innovative, subversive designs.
The decision to hire Onofri reflects Prada Group’s intent to capitalize on this growth trajectory. Onofri’s track record in brand repositioning and digital innovation made her a natural choice. At Napapijri, she repositioned the brand and appointed its first global creative director.
Her experience at Bally, where she pioneered the Virtual Showroom concept, also signals Miu Miu’s ambition to expand its digital presence and continue appealing to digitally savvy, younger consumers.
Insiders suggest Benedetta Petruzzo's departure was amicable. Her move to Dior was perceived as a natural career progression within the industry’s competitive talent landscape. For Miu Miu, the leadership change represents an opportunity to sustain its growth momentum while exploring new creative directions under Onofri’s stewardship.
A Cultural Touchstone for Younger Generations
As Silvia Onofri steps in to lead Miu Miu, her expertise in digital innovation and brand repositioning aligns seamlessly with Prada Group’s broader transformation strategy.
Her challenge will be to balance creative boldness with sustainable growth. In so doing, ensuring Miu Miu remains a cultural touchstone for younger generations while reinforcing its position as a key growth engine within the luxury powerhouse.
