The ‘Italian' Flavour of the Season

Meet the fashion forward Italian Vito Dell’Erba, who is enjoying his stint in India and is amazed by its fashion sensibilities.

- Sudeshna Chakravarty

He smells of Tom Ford Neroli Portofino. He walks in Giuseppe. He drinks the 35-year-old aged Rare Auld Glen Moray whiskey. He is a Dom Perignon Vintage and caviar person. So, the handsome Italian fashion veteran Vito Dell’Erba’s coming to India isn’t simply panipuri tourism. Though of course, he doesn’t mind taking a good bite into the tandoori chicken on the side. “When it comes to Indian food, I am not too fond of spicy food. But, I do love the simplicity of tandoori food,” he admits. Creative Director, Brand Division at Future Lifestyle Fashion (FLF), his creative expertise has contributed to the launch of brands like Givenchy, Costume National, Prada, Miu Miu and Helmut Lang! In India, he has launched 20 uniquely positioned brands, including Scullers, Indigo Nation, Jealous 21, Giovani, Urbana and Urban Yoga.

Playing in the high fashion playgrounds of Paris, Milan, London, New York and Prague, Vito has plans for India. “Today, fashion has become a global concept. In India, consumers are becoming more and more brand conscious and that brings in a lot of competition from e-commerce, new brands, designer brands and other retailers, etc. I found a great match for my thoughts in Kishore Biyani’s vision for building brands by enhancing the customer’s retail experience. Future Lifestyle Fashion is on the verge of setting new benchmarks for how brands should be interacting with the consumers on the floor,” he says.