Annagreta Panconesi Shares The Story Behind Her Namesake Fashion Brand

Forbes

14 hours ago

Annagreta Panconesi Gioconda & August
Annagreta Panconesi is the Creative Director of LuisaViaRoma, and she's also the fourth generation of her family to contribute to the legacy of the famed Florentine retailer. The granddaughter of founder Luisa Jaquin and daughter of current president Andrea Panconesi, she has fashion in her blood, and is helping to drive the retailer forward thanks to her international perspective, that was undoubtedly shaped by education at Fashion Institute of Technology in New York.
ANNAGRETA Campaign LuisaViaRoma
Panconesi talks taste, artisans, and lets us into the story behind her eponymous ready-to-wear label.
Felicity Carter: What's your background, and how did Annagreta come about?
Annagreta Panconesi: I grew up in Florence surrounded by beauty and studied at FIT in New York. I'm part of the fourth generation at Luisa via Roma. After gaining experience in the US and returning to Italy as Creative Director at Luisa via Roma, I felt a strong need to build something of my own. That's how Annagreta started. I wanted to create a brand that felt natural to wear and made with care.
FC: How would you describe the aesthetic of Annagreta?
AP: Annagreta is clean, simple and based on good materials. I focus on timeless shapes that fit well and last. The look is calm and put together. You can wear the clothes every day and still feel dressed with purpose. That balance is what makes the style feel right. I want the clothes to be practical and wearable.
ANNAGRETA Campaign LuisaViaRoma
FC: What inspires your design process from concept to final garment?
AP: I get ideas from life around me. I usually start with a fabric that speaks to me and build from there. I ask myself what I would want to wear and what's missing in my own closet. Once I have a clear idea of the material and shape, I work closely with my team to bring it to life. It's important that the final piece feels natural to wear and easy to move in. The goal is always to make something useful but elegant. It's really about the product. I always try to find the imperfection in what I am working on, and I am constantly pushing myself to evolve and learn every time to improve the collection. Intuition and instinct are fundamental for me. If something does not feel right, I don't do it.
FC: Tell us about the latest collection and what was on your mood board?
AP: This collection is built on easy basics with strong forms like shirts, sweatshirts, soft cotton polos and denim. I wanted to make pieces that fit into real life but still feel special and different. The moodboard included natural textures, effortless attitude and boldness. I was drawn to soft neutral colors and clean cuts. It's the kind of wardrobe you don't have to think too much about. Every item is made in Italy thoughtfully designed to build a versatile capsule wardrobe for the modern woman.
FC: How does your personal style influence your collections?
AP: It influences everything. I design what I want to wear myself. I dress in a simple way, I like neutral colors, good fabrics and sharp cuts. That approach is part of the brand DNA. If something doesn't feel good on me, I don't include it in the collection. I believe personal style should be lived and definitely not forced.
FC: What's a signature piece from your latest collection and the story behind it?
AP: The cotton twill set (shirt and trousers). I wanted to take something very basic and make it feel modern, fresh and elegant at the same time. The fabric holds its shape, and the cut is flattering but relaxed. It's a piece you can wear in many ways on different occasions.
ANNAGRETA Campaign LuisaViaRoma
FC: You're based at LuisaViaRoma, a hub of luxury fashion, how has that influenced your brand?
AP: Working at LuisaViaRoma taught me to mix tradition and innovation. I see what people respond to and what really lasts beyond trends. It also gave me an eye for detail and how important it is to present something with care and precision. At the same time, I learned how to work with talented designers from all over the world. That opened my thinking and helped shape how I built Annagreta. I focus on quality over quantity and make every piece count.
FC: Who is the Annagreta woman?
AP: She is someone who knows herself. She wants pieces that feel good and don't need explanation. She doesn't follow every trend but knows how to make clothes her own. I don't design for one type of woman, I think more about the attitude. She's active curious and likes things that last. She wants to look good and feel comfortable at the same time.
ANNAGRETA Campaign LuisaViaRoma
FC: What materials or techniques do you favor and why?
AP: I choose materials that feel nice on the skin and hold up over time, made in Italy. Every fabric I use is chosen for comfort and function. I work with Italian companies who know their craft. The fit and feel of each piece is tested many times before it's finished. I want clothes that people reach for every day. You should never have to think twice when putting them on.
FC: Do you work with local artisans or textile specialists?
AP: Yes, I do. It's a big part of the process. I'm lucky to be surrounded by skilled people in Italy who really care about what they do. I work closely with pattern makers and fabric specialists who help bring each design to life. Their input is essential to making the clothes feel right. We keep production small so we can focus on doing it well.
ANNAGRETA Campaign LuisaViaRoma
FC: How do you want people to feel when they wear Annagreta?
AP: I want them to feel like themselves but a little clearer and more grounded. The right clothes, they don't have to be loud to make you feel strong. When someone wears Annagreta I hope they feel relaxed and in control. It should be simple to wear and easy to style. I make clothes that support your day, not distract from it.
See more on luisaviaroma.com.