FERLINI, VALERIA

VALERIA FERLINI, HIGH FASHION MOVING POP-UP EXPERIENCE

Valeria Ferlini (Verona 1963) is an Italian stylist and entrepreneur. Born in Verona, her career began in the 1980s by parading for Valentino. In those years, Valeria lived in Brazil, in Sao Paulo more precisely, a reality that will leave a mark on her di lei for life. In fact, it is precisely here that the Italian designer realizes that she does not want to continue the bourgeois life with which she grew up. Nature and the minor details around her di lei inspired her and gave her a creative release. As a result, her modeling career of lei continued for a few more years, where she walked for well-known brands such as Missoni, Ferré, and Krizia.

OF THE FASHION INDUSTRY FOR FERLINI

In 1986, after two years of starting her modeling career, Valeria realizes that it is not the right path for her. After studying philosophy, Valeria launches herself into the world of fashion. She decides to open a shop inspired by her children in Corso Porta Romana 122, named Paris Bebé. A children’s shop where she is able to vent out her creativity. The project then slowly expanded, also producing a women’s line and taking space in via Montenapoleone 12.

THE DISCOVERY OF DETAIL

Valeria’s creative process is very particular, and it could be defined as something really poetic. It starts right from the outside, from what she observes around her and observing how each detail has a universal connection. In fact, it is the minute details that count for the Italian entrepreneur, from which she can then unleash her creativity.

VALERIA FERLINI AND THE PROJECT IN THE PRISONS OF SAN VITTORE

In 1999 Valeria began the most important project of her life, what she still describes today as “true fashion”. From the prisons of San Vittore, the entrepreneur spends 18 years with the prisoners for the creation of women’s clothing. It is a different way of doing fashion, which is detached from the typical laboratory. A fashion that comes from one of the places where freedom does not exist, and it is she who makes it free. The relationship with the prisoners is one of respect, without judging their life. Indeed, it is they who decide how to make the garments and how much to sell them. She begins the first eight years by going to prison three times a day, and then continues for the next ten years outside the prison, in a laboratory.

FASHION POP-UP EXPERIENCE: MOVING SHOP

Together with the project in prisons, Valeria decided that year to bring her fashion to the street. She accidentally comes up with the idea of buying a mini truck, thinking of using it as a sales channel for the products she produces. She started from Forte Dei Marmi and continued to expand more and more. In 2002 she arrived in Cortina, thinking of going to sell with the moving shop, in shelters and places around the area.

However, it was in 2006 that Valeria’s business took a name, Moving Shop. It was in perfect synthesis with the activity carried out. In 2007, on the other hand, the same process expands to large Italian cities, including Milan and Rome. Today Moving Shop, the name of Valeria’s business, has more than twenty-one moving trucks around Italy, four of which are in Rome.

Among the many activities managed by Valeria, in 2005 Ferlini decided to close Paris Bebé, after 20 years of activity. At the same time, in 2006 Moving Shop offers the same formula to companies: solutions for unconventional sales and advertising.

Moving Shop has been distinguished for 20 years, particularly for its jackets and cashmere and linen garments. However, fabrics are the base of Valeria Ferlini’s fashion. Therefore it’s not surprising that the experiments at Moving Shop are always on the search for unique and particular fabrics.

AWARDS AND ACCOLADES

For her twenty-year activity, Valeria was also awarded in 2015 by the Sole 24 ore, chosen from among ten other brands. But she also won the GammaDonna award in 2018 for female entrepreneurship. GammaDonna is in fact the first Italian TV format dedicated to innovative female entrepreneurship.

To date, Moving Shop has also become a permanent shop, based via Morone 4, in the center of the fashion district.

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Fashion in motion by Valeria Ferlini, the interview with Mam-e.it

All about Moving Shop, Valeria Ferlini’s fashion on the road