A true cosmopolite, Alexandra de Curtis was born in Los Angeles, to a German mother and an Italian father. Her mother was a model for Valentino while her father, the grandson of Toto’, a famous Italian actor, dabbled in art and cinematography. When Alexandra was only a few weeks old her parents moved to Rome, Italy where they settled for the next 17 years. After graduating from an international school in Rome, Alexandra decided to move back to California to continue her studies.
After graduating from Santa Clara University and getting her first advertising job in San Francisco, she felt like going back to her European roots. So in 2000, she moved to London where she continued her career in advertising. Her entrepreneurial passion for the fashion industry started as a sideline to her day job. During evenings and weekends, Alexandra opened her home to friends and fashionistas selling Italian luxury shoes and handbags from her flat in London.
In 2006, after seven years in the advertising industry, following stints at various advertising agencies in San Francisco and London, and an inspiring job at Vogue UK, Alexandra decided to take the plunge and set up her own business.
Having had the privilege of an international upbringing, and feeling the effects of a global economy and an ever-changing fashion world on her own skin, Alexandra launched her eponymous label, an accessories brand aimed at accompanying the modern woman on her busy, exciting and unique life journey, with minimum fuss and maximum style.
Inspired by the impeccable style of Italy’s best-dressed women and modern style icons such as Olivia Palermo and Eleonora Carisi, her line quickly developed into a full range of sophisticated, practical accessories for the busy, modern woman. Handmade in Rome by skilled artisans, each bag epitomizes functional luxury in premium materials. Her designs embody an understated and simple elegance that is luxurious and effortlessly chic.
Projects
- THE MAKING OF THE MIDI LOREN TOTEOur workshop is located in Rome and our team of expert craftspeople have been working with leather for 60 years. That's why wearing one of our products doesn't just mean owning a unique handcrafted accessory, but you’re also supporting an ancient Italian that is struggling to survive. The workmanship is made up of slow, careful and encoded gestures that are at the heart of this typically Italian expertise. If you like seeing how things are made, click on the image to watch the video!
Work history
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CEO & Creative DirectorAlexandra de Curtis
ItalyFull Time
• Manage day-to-day business from design & production, finance & sales, to marketing & promotion of a luxury handbag brand;
• Develop overall brand vision and marketing strategy including advertising, influencer, editorial, social media, email, CRM and PR strategies, and exclusive content for the website;
• Lead a creative team to conceptualize and develop compelling marketing, advertising & sales campaigns;
• Develop annual sales strategy and attend fashion trade shows in New York, Paris, Milan and London;
• Liaise with global media contacts to secure editorial coverage in international titles.
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PartnerOpal and Co
- London, United KingdomFreelance
• Opal & Co is a brand & marketing consultancy specializing in retail and lifestyle brands.
• Advised fashion and retail clients on a wide range of projects from brand and marketing strategy to product development and creative direction.
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Skills
- Fashion
- Marketing
- Branding
- Advertising
- Creative Direciton
- Business Startups
Education
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BA (Hons) Art History & Communication StudiesSanta Clara University
- Santa Clara, United States
Double Major in Communication & Art History
Awards
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Best European Media StrategyMedia & Marketing Europe
Launch of the New Range Rover
Launch of the Ford StreetKa