Dondup is starting an exciting new phase, sharing big updates at a special event in Milan on May 25. The Italian fashion brand opened a new showroom, named singer and artist Achille Lauro its first creative director, and announced a runway show during Lauro’s concert at San Siro Stadium on June 15.
At the event, Dondup introduced Casa Dondup, its new showroom at 30 Via Morimondo in Milan. Covering over 2,000 square meters, the space reflects Dondup’s goal of building a stronger creative identity and growing internationally.
The main news was Achille Lauro’s appointment as creative director. His real name is Lauro De Marinis. Dondup CEO Mauro Grange said the partnership came from their long friendship and Lauro’s real love for fashion.
Grange said Lauro’s role is more than celebrity marketing or brand ambassador. Lauro leads the brand’s creative direction. The CEO shared Lauro was involved in every part of the new collection and worked from Dondup’s showroom during the design process.
The first project from this partnership is “Erotica,” a womenswear capsule collection debuting on June 15 during Achille Lauro’s concert at San Siro. The collection goes on sale the next day in a limited release. Dondup says the pieces will be available only at 35 selected Italian retailers, the brand’s online store, and Dondup’s stores in Milan, Rome, Verona, and Munich.
To keep the collection exclusive, each retailer will get one of each design. All pieces are made in size 40 but meant to fit different body types. The collection will be available only until July 30, after which it will be withdrawn.
Lauro said “Erotica” is his take on femininity, elegance, and intellectual sensuality. He explained the collection is inspired by feminine confidence and men’s tailoring, and he wants to take Dondup in a bolder creative direction.
Besides designing the collection, Achille Lauro also led the creative campaign for the launch. He chose the models himself and shaped the project’s artistic vision. Lauro said this collaboration lets him express himself as a creative director and storyteller, not just as a performer.
Although the collection uses higher-quality fabrics and finer details, Dondup decided to lower some prices to keep it accessible. The company says this approach aims to make fashion more democratic while raising the brand’s position with wholesalers.
Looking ahead, Dondup plans to reorganize its multibrand retail network and open additional mono-brand stores both in Italy and internationally over the coming year.
The company hopes the new creative direction will also positively impact business performance. Dondup reported stable sales of approximately €60 million in 2025, with international markets such as Germany and Nordic countries continuing to play a significant role in the brand’s global growth.
