In a recent move, Desire Holding Group (DHG) revealed their acquisition of the esteemed Italian fashion design brand Sergio Soldano. With a strategic vision to revive and solidify the brand’s market presence, DHG has appointed the dynamic creative duo, Giovanni Premoli and Dario Di Bella, as Sergio Soldano’s new Creative Directors.
The duo will oversee Sergio Soldano’s global creative direction from New York and Varese (Italy), guiding all aspects of brand enhancement. The fashion narrative of Sergio Soldano will unfold in January 2025, as Premoli + Di Bella prepares to debut their inaugural Women’s Fall-Winter 2025-2026 collections at New York and Milan Fashion Weeks.
Premoli + Di Bella shared, “We are honored and very grateful that Desire Holding Group singled us out as Creative Directors. But most of all, we are genuinely excited to embrace this new project, which enables us to pick up the mantle of an iconic Italian designer like Sergio Soldano, known to us as ‘the pure one of Italian fashion.’ This honor comes with an equal sensitivity to uphold and embrace his inventive legacy with profound respect and devotion while applying our own creative, modern, and conscious perspective to evolve the brand into the future.”
Their repertoire includes the creation of their iconic fashion accessory, the GlamMy Bag in 2010. In 2016, they crafted the “Only One Season” traveler clothing collection for BAGUTTA’s Italian subsidiary, debuting it at Pitti in Florence. In 2021, their efforts received further international acclaim when they were nominated as finalists in the Home Decor category for their brand PREMOLI + DI BELLA at the Licensing International Excellence Awards in Las Vegas.
Born in Soresina, Province of Cremona, Mr. Premoli’s career began at companies including Sfarzo Srl, Confezione Katy Srl, Conti Srl and Cieffe Srl – companies that manufactured brands such as Betty Jackson, Prada, Zegna, Ungaro, Dior and Valentino. In his roles within these companies, he gained invaluable experience in production, pattern making and quality control processes.
On the other hand, Mr. Di Bella, hailing from Catania, pursued a diverse educational path at the Savoy Royal Carlo Alberto I of Turin and earned his scientific high school diploma from San Giuseppe College in Turin. His career began in communications with Euphon S.p.a., handling press offices for international events in Barcelona and Cannes, representing clients such as Fiat, Lancia, and Alfa Romeo. His journey continued at Equipe S.r.l., focusing on marketing, design, events, and communication for prestigious brands like Pisa Orologeria, Belstaff, Versace, and Fondazione Fiera Milano Big Events Area.
Antonio Lemma, CEO of Desire Fragrances (a subsidiary of DHG), said, “Premoli + Di Bella have proven themselves to be accomplished and versatile designers in their own right, with a unique, experimental creative voice that also leaves room for inclusivity and accessibility. Their distinctive creative signatures– rigorous geometric designs and an achromatic palette – present highly conceptual attire informed by diverse influences, from streetwear and culture to music and art. These themes draw direct parallels to Sergio Soldano’s rich, culturally thematic archival collections.”
Together, Mr. Premoli’s technical mastery and Mr. Di Bella’s strategic acumen merge seamlessly, and their collaborative efforts are sure to shape the landscape of fashion.
