Introducing Retori—a Made-in-Italy Collection With Art at Its Heart

Vogue

7 hours ago

Retori, the Milan-based brand founded and creative directed by Salma Rachid, has at its core 'the celebration of the idea of destiny, the belief that each of us has a story already written, and that life is the journey of uncovering it.' She explains: 'This guiding philosophy is expressed not through slogans, but through art—the most powerful form of storytelling.'
Each collection of this peculiar label is conceived as a 'chapter' in an unfolding narrative, because its story is ever-evolving. And each one begins with a conversation with an artist whose life, challenges, and insights serve as the creative spark. These dialogues aren't just inspiration; they're catalysts. 'We draw from the artists' experiences the key lessons we hope to pass on, translating them into color, texture, and emotion,' the designer says.
Photo: Courtesy of Retori
Photo: Courtesy of Retori
Photo: Courtesy of Retori
Photo: Courtesy of Retori
The Egyptian-born Rachid launched Retori last year; the brand is backed by her father Rachid M. Rachid's Alsara Investment Group. 'My background is actually in social anthropology,' she explains. 'I've always been fascinated by people, how societies function, how individuals connect. That curiosity is really where it all began.' She studied in London and later in the States at UCLA, where she also explored creative writing. 'I've always loved weaving disciplines together. For me, it was never about choosing one form of expression—it was about finding a way to make them speak to each other.'
So why fashion? Why not open a gallery or dedicate herself to one 'proper' art form? 'What truly inspired me was the extraordinary craftsmanship in Italy. There's a purity to it, a heritage of making that feel like the perfect foundation. I wanted to build something that brings all the arts—design, painting, music, food—onto one platform. A kind of living, wearable archive,' she says. 'And at the heart of it is the narration. The name Retori comes from the word Rhetoric, which is the ancient art of story and communication.'