Sa Su Phi, a Milanese fashion house led by two visionary women, is making waves in the industry by redefining what it means for clothing to be both empowering and comfortable. Their latest collection, "The Architecture of Femininity," presented during Milan Fashion Week, emphasized the seamless integration of strength and fluidity. This brand, co-founded by Sara Ferrero and Susanna Cucco, addresses the long-standing dilemma faced by women in choosing between style and ease, offering a sophisticated solution that resonates with a global audience and has garnered significant celebrity attention.
The brand's philosophy is deeply rooted in practicality and luxurious tactility, starting with high-quality materials like cashmere and silk. Their designs aim to support women throughout their busy days, from professional settings to evening engagements, without compromising on elegance. Sa Su Phi's rapid expansion and embrace by influential figures underscore its success in meeting the demands of contemporary women's lifestyles, establishing itself as a key player in the luxury fashion market.
Sa Su Phi's Vision: Blending Power with Comfort
Sa Su Phi, a Milan-based fashion label, was born from the desire to resolve the common fashion dilemma faced by women: choosing between clothing that exudes power and garments that offer ultimate comfort. Founders Sara Ferrero and Susanna Cucco, both seasoned professionals in their fifties, launched the brand in 2021 with this core principle, aiming to create a wardrobe that seamlessly integrates both aspects. Their recent show at Milan's Fondazione Giangiacomo Feltrinelli highlighted this philosophy through their collection, 'The Architecture of Femininity,' which showcased designs that are both protective and fluid, challenging conventional notions of women's wear.
The brand's design ethos is reflected in pieces like armor-inspired tabards crafted from super-soft cashmere and skirts featuring protective hip padding, all designed to enhance the body's natural beauty while providing comfort. Ferrero emphasizes that the sensation of luxurious fabrics such as cashmere and silk against the skin is paramount, coupled with essential practicality. For instance, all jackets incorporate elastane, ensuring sleeves stay in place—a small detail that speaks volumes about their understanding of an active woman's needs. This blend of elegance, comfort, and functionality has propelled Sa Su Phi to a substantial business with a hundred stockists worldwide and a loyal following among celebrities like Elle Fanning, Gwyneth Paltrow, and Meryl Streep, further cementing its unique position in the fashion landscape.
The Dynamic Duo Behind the Brand's Success
The innovative spirit of Sa Su Phi is deeply rooted in the diverse professional backgrounds of its co-founders, Sara Ferrero and Susanna Cucco. Ferrero, whose career trajectory began in investment banking in London during the 90s, transitioned into leadership roles as CEO for notable brands like Furla, Joseph, and Valextra before co-founding Sa Su Phi. Her journey reflects a profound understanding of business dynamics and luxury market demands. Cucco, on the other hand, brings a wealth of creative expertise through her art direction agency, Cucco Studio, having collaborated with prestigious fashion houses such as Prada, Max Mara, and Loro Piana. Their combined experiences in both corporate strategy and creative direction form a formidable foundation for Sa Su Phi, enabling them to merge practical design with artistic vision.
Meeting through their professional networks, Ferrero and Cucco realized a shared vision for creating versatile fashion that caters to the modern working woman, seamlessly transitioning from day to night. This commitment was dramatically illustrated at their show, where a grand curtain was drawn back to flood the room with sunlight, symbolizing clothing designed for every moment of the day. While often described as 'quiet luxury,' their recent collection introduced more maximalist elements, including liquid-gold gowns and plum knits paired with blue silk suits, showcasing a fearless approach to style. Ferrero asserts that their design choices are driven by attitude and the authentic desires of their clientele, focusing on how women want to feel rather than adhering strictly to minimalist or maximalist trends, thereby crafting a brand that genuinely empowers and inspires.
