Federica S

Founder and author

Apr 2026 - Present • 3 mos

La moda, il sabato mattina" is the editorial ecosystem I relaunched in May 2026, built around a simple idea: fashion is an industry, not just an aesthetic, and it deserves to be covered the way any industry is covered, through its power structures, its decision-makers, and the narratives it tells about itself. The project lives primarily on Substack, with free and paid subscription tiers, and extends into video on YouTube, where longer-form conversations and visual storytelling complement the written pieces. It is not a trend report or a style guide. It is analysis and reporting from someone who has worked inside the rooms where fashion communication actually gets decided, as Fashion News Editor at Vogue Italia and Head of Creative Office Communication at Gucci. Currently in development is an intimate interview series filmed inside people's homes, exploring fashion through wardrobes and personal history rather than press releases, a format designed to bring readers and viewers closer to how the industry's protagonists actually think and dress when no one is performing for a brand. The ecosystem is built to grow deliberately rather than quickly: editorial quality and a distinct voice come first, monetization and audience scale are treated as consequences of that, not shortcuts to it. Every format, from the Saturday newsletter to the video interviews, is designed and produced independently, with full editorial control over voice, structure, and pacing across every channel, and every piece reflects the same standard: reported, not recycled, and written for readers who already know the industry deserves a sharper lens than most fashion media gives it. It sits at the intersection of journalism, cultural criticism, and independent media, aimed at readers who want to understand the fashion industry rather than simply consume its output, and at brands and professionals who recognize the value of that same lens applied to their own communication.

Brand Communication consultant

Dec 2016 - Present • 9 yrs 7 mos

Independent communication consultant for fashion and luxury brands, drawing on direct experience inside newsrooms and creative offices. Work spans press releases and PR copy, communication strategy and brand voice development, media training for spokespeople, and moderation of talks and panels on fashion and culture. Projects range from single deliverables to ongoing retainers, for both emerging labels and established houses, always built on the same principle: a brand's narrative should be as precise internally as it is compelling to the outside world.