Exploring Contemporary Brands: Why you should build your career at Superga
Which brands set new standards by combining culture and communities? Alumnus Aimone Pitacco shares insights from his role as Special Projects Manager
In an industry undergoing a global transformation, contemporary brands are redefining the rules of fashion, challenging traditional notions of luxury and creating new pathways for not only commercial success but also cultural influence. The days when runway shows dictated hype trends are behind us. Now, it is these innovative labels that are setting the agenda, combining sharp aesthetics, bold ideas, and strong community ties to shape styles and set new standards.
From streetwear icons to disruptive collaborations with luxury giants, celebrities, and opinion leaders worldwide, the rise of contemporary brands marks a fundamental shift in the fashion landscape, blending creativity and business in ways that capture both the spirit of the times and the needs of consumers.
In the debut episode of "Exploring Contemporary Brands—What If You Thrive?", we spotlight Aimone Vittorio Pitacco, a graduate of Istituto Marangoni Milano, who has swiftly made his mark at Superga. Artwork by Constanza Coscia
In this first episode of “Exploring Contemporary Brands—What If You Thrive?”, we focus on Aimone Vittorio Pitacco, an alumnus of Istituto Marangoni Milano, who has quickly advanced his career at Superga. After completing his BA in Fashion Design & Accessories with a pathway in Marketing, Aimone graduated with honours in 2022. He then began his professional journey with Superga, a Made in Italy powerhouse under the BasicNet Group, which also owns notable labels such as Kappa, Robe di Kappa, Sebago, and K-Way, among others. BasicNet, based in Turin, has been listed on the Italian Stock Exchange since 1999.
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After joining Superga in 2021, Pitacco’s career took off, and in December 2022, he was appointed Special Projects Manager. In this key role, he has managed high-profile collaborations and overseen a variety of projects that merge design with strategic thinking. His journey reflects the fast-paced and opportunity-rich environment that contemporary brands provide for those eager to make an impact.
In this Q&A, Aimone shares the highs, challenges, and invaluable lessons learned from his rapid ascent in today’s fashion world. He explains why working for a brand like Superga, known for its iconic 100-year-old 2750 sneaker, also presents unexpected opportunities through the unique projects he leads.
How would you describe Superga in three words?
Heritage, tennis, icon.
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How has your career evolved within the BasicNet-owned brand?
I began working here during my curricular internship. After completing that internship, I left to work independently but was later contacted by Superga for an indefinite contract as a footwear developer. Since then, I’ve been fortunate to progress quickly within the company. I began as a Creative & Marketing Coordinator, aligning the design team with the marketing team to ensure that our communication accurately captured the essence of each collection. Soon after, I fully transitioned into marketing, where I focused on promoting collaborations. Shortly afterwards, a new brand manager took over; he saw my potential and believed in my vision. He offered me a newly created role as the Special Projects Manager. Since then, my responsibilities have expanded significantly, allowing me to oversee every aspect of our collaborations—from selecting the right brand partners to facilitating brainstorming and design sessions, timelines, prototyping, communication, and more.
What challenges have you encountered along the way?
The biggest challenge for me was accepting that, although my job was rewarding and I was progressing rapidly, it wasn’t the role I had originally envisioned. My main passion was haute couture and apparel design. I learned to appreciate the opportunities I had and made the most of them. There were times when this disconnect left me feeling demotivated, but every time a new and exciting collaboration began, my focus and energy were reignited. Practically speaking, I also had to learn how to plan effectively and make sure everyone on my team, including our partner brands, stayed on track, as organisational skills and planning didn’t come naturally to me as a “creative.”
What was a pivotal moment in your career, and what lessons did you take away from that experience?
One of the defining moments was the collaboration with Barbie. Partnering with such an iconic brand opened my eyes to the idea of the “unexpected.” Working with large franchises comes with a host of rules, and everything has to be perfect. It was challenging to keep track of all the moving parts, as I was the only point of contact on our end, along with the brand manager, while on their side, I had to coordinate with at least ten different people. Everything could change at a moment’s notice, and it could take up to two weeks to get a response. This experience taught me the importance of building in extra time when drafting project timelines.
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How would you characterise Superga’s approach to creativity, community, and innovation compared to traditional luxury houses?
I wouldn’t classify Superga as a luxury brand in the traditional sense. It is luxurious in its own way—its products are crafted with great care and attention to detail, yet they are sold at an accessible price point. Superga’s approach to creativity and innovation differs from that of most luxury houses. While other brands may focus on constantly chasing trends, we take pride in our heritage. The iconic Superga 2750, a tennis sneaker that has been around for nearly 100 years, has barely changed over the years. Our loyal customers love this product, and they are a key factor in Superga’s success. I understood this and aimed to maintain the relationship between our traditional client base and our classic sneakers. Instead of disrupting that bond, I chose to engage new communities through collaborations, creating a bridge between them and the quality and history behind our classic offerings.
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What is the most groundbreaking project you have been involved in as Superga’s Special Projects Manager?
The collaboration with couture house Viktor & Rolf was a major highlight for me. I got to connect directly with their entire design team, and, at one point, I even flew to the Netherlands to meet designers Viktor Horsting and Rolf Snoeren in person to deliver some prototypes, ensuring we stayed on schedule. This project reignited my passion for design, allowing me to focus on creativity without stressing too much about costs.
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What opportunities do you believe the BasicNet Group offers to young professionals looking to build a career in fashion?
Many in the fashion industry criticise my decision to stay with this Group, but I hold a different view. Those critics often lack firsthand experience in a publicly listed company and miss out on the lessons that come from working alongside the owners. Everyone here feels like part of a family, and each department I’ve worked in has been welcoming and respectful—something that should never be taken for granted. Yes, the pay may not always be at the top of the scale, but I’ve spoken to many working for higher-paying fashion brands who haven’t had the chance to experience so many aspects of a large company or advance their careers at such a fast pace. One of the most significant benefits of working here is the opportunity to speak directly with the Vice Presidents, Lorenzo and Alessandro Boglione, whenever I have issues or questions. When I wanted to switch roles to gain more experience, I simply walked into Alessandro’s office, had a candid conversation, and received his support. In other organisations, it’s almost impossible for someone in my position to have that kind of access or attention from senior leadership.
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What advice would you give to students aspiring to apply for a role at BasicNet?
Don’t focus too much on your dream job or what you thought you’d be doing. Nothing is as easy as it seems, and everything requires practice and experience. No other company will provide you with the same opportunity to learn and the level of support that we offer here. You should come to Superga with the mindset of absorbing as much knowledge as possible. Once you feel you have gained enough experience, you can reassess your career and decide whether to seek new opportunities or choose to stay and continue growing within BasicNet.
Silvia Tarini
Editor