ABOUT

CONCEPT
ORATIO was built from inception as an ultra-luxury menswear maison without an inherited archive or established product language. I defined the creative universe from the ground up: brand DNA, aesthetic language, house codes, visual identity, editorial direction, seasonal narratives and complete collection architecture.
CREATIVE DIRECTION & EXECUTION
I authored the core creative framework across silhouette, proportion, colour, materials, construction and category hierarchy, while directing internal and external contributors through execution. The work covered tailoring, eveningwear, outerwear, knitwear, jersey, shirting, denim, footwear, leather goods and accessories.
I directed six consecutive runway seasons, with 500+ product references in the launch collection and 100+ references in each subsequent collection. The objective was to build coherent product worlds rather than isolated categories, connecting statement pieces, wardrobe essentials, material continuity and recurring house codes.
Creative development extended from cultural and archival research, moodboards, colour palettes and material stories through CAD technical flats, tech packs, prototypes, fittings, construction refinement and final production sign-off. I worked directly with Italian ateliers, mills, pattern makers and specialist manufacturers to preserve creative intent through execution.
RESULT
ORATIO developed into a complete ultra-luxury menswear system with a recognisable creative identity across multiple categories, supported by a Made in Italy development and manufacturing ecosystem. The work was featured by Vogue Italia, Financial Times / How To Spend It, GQ, Vanity Fair and ICON, with selected creative collaboration including Scott Schuman / The Sartorialist.