Dondup's New Era: A Bold Move in Fashion
On the evening of May 25, 2026, Dondup made waves in the fashion industry by unveiling its expansive new showroom in Milan, a remarkable space covering over 2,000 square meters located at 30 Via Morimondo. This event also marked the introduction of their first creative director, Lauro De Marinis, famously known as Achille Lauro. Additionally, the brand teased an upcoming collaboration, kept under wraps until its grand reveal at a fashion show during Achille Lauro's concert at San Siro on June 15.
Mauro Grange, the CEO of Dondup, emphasized that this initiative transcends mere marketing. He shared the genesis of this partnership, highlighting a strong friendship with Lauro and his profound passion for fashion. "When I suggested that Dondup had untapped potential, Lauro expressed his desire to contribute, not just as a figurehead but as the brand's creative director, fully engaged in the process," Grange explained. He was genuinely impressed not only by Lauro's stylistic vision but also by his tailoring expertise, recognizing him as a complete creative force.
A New Collection with a Feminine Touch
As anticipated, the inaugural capsule collection of this new chapter will be entirely female-focused, set to debut on June 15 and available for purchase the following day. This collection will be sold exclusively through 35 premier retailers across Italy, as well as on Dondup's e-commerce site and at their four flagship stores located in Milan, Rome, Verona, and Munich. Notably, each store will carry only one piece of each design in size 40, although crafted to accommodate sizes 38 and 42 as well. Grange noted, "We aimed for this first drop to be highly exclusive, with a shift to more traditional distribution methods for future releases, including a men's line to follow."
Lauro De Marinis conveyed his artistic vision for the collection, describing it as an expression of elegance and femininity that reflects a woman's awareness of her power. He referred to it as an intellectual eroticism that also draws inspiration from menswear. Lauro, who took the helm of the collection’s launch campaign, expressed how this project allowed him to work more as an author and director rather than a performer, enabling him to exercise complete creative oversight. He found it invigorating to create something meant for an audience outside his usual demographic.
Despite elevating the quality of fabrics and details in the new collection, Dondup decided to reduce its typical price range, aiming to make it more accessible. For instance, trousers will be priced between €185 and a maximum of €330. Grange remarked on the intention behind this decision, stating, "We wanted to offer a proposal that is as democratic as possible." This new direction is expected to enhance the brand's positioning within the wholesale channel, with plans for a reorganization of the multi-brand network and potential new flagship stores to open next year both in Italy and abroad.
Positive sales expectations accompany the launch of Lauro De Marinis's first collection. In 2025, Dondup's sales amounted to approximately €60 million, maintaining stability from the previous year. With 40% of revenue generated internationally, Germany and the Nordic countries remain the brand's primary markets, with sales evenly divided between men's and women's collections.
As reported by ma.fashionnetwork.com.
