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CHIARA BONI:

“OUR AIM IS TO JOIN THE RETAIL

VISION OFFERING A UNIFORM AND

BEST TAILOR-MADE SHOPPING

EXPERIENCE”

Author: Maria Cruz // Photos: Chiara Boni
Chiara Boni La Petite Robe is an Italian brand with locations in Milan and Rome. Its dresses,
jumpsuits, outerwear, leisurewear, and accessories have been featured on red carpets and in

magazine shoots—worn by superstars like Sharon Stone, Mariah Carey, and Beyoncé. In
a post-pandemic, recession-hit world, many luxury brands are struggling, but Chiara Boni
is thriving. We spoke with Donatella Salerno—the company’s Head of Communication &
Digital Strategy—to learn more about Chiara Boni’s meteoric rise and the strategies that are
driving it into a new age.

ow, why, and when Chiara Boni La Petite while offering ultimate practicality and comfort. The brand
Robe was founded quickly gained an international following, becoming the
HFor many, Chiara Boni La Petite Robe dresses are designer of choice for many actresses, performers, dancers,
the definition of elegance. They have sold all over the world influencers, and other fashion icons. It opened boutiques in
but have attracted a particularly large following in the United two prime locations, showcasing its ambitious designs and
States. timeless style to residents of Milan and Rome and offering
international shipping to many other countries.
But what makes these dresses so unique, and why has Chiara
Boni La Petite Robe had such a significant impact in the US In 2010, Chiara Boni La Petite Robe debuted in the United
market? States and quickly formed partnerships with distributors
connected to some of the biggest department stores in North
“Timeless femininity,” Donatella Salerno answers, in the America. As a result, Chiara Boni La Petite Robe designs are
name of Chiara Boni. “That’s what our dresses offer, and now available in physical locations across the United States.
that’s exactly what modern customers want. When they think
of luxury, they think of a style that will be just as relevant The Creative Process
10 years from now. There’s also a level of practicality and The creative process is what brings fashion to life. It takes
accessibility – our American consumers identify with our an idea from concept to realisation. So, what inspires Chiara
products. They want to wear elegant formal attire from the Boni’s vision? What is her inspiration?
moment they stride into the office to the moment they let
loose at happy hour.” “She takes her inspirations from women and nature,”
Donatella Salerno says, referencing the eponymous designer
“We are luxury, but we are accessible luxury, and that whose influence is behind every thread. “It all begins
distinction is key in the current marketplace.” with Chiara Boni’s vision of the world. She studies her
surroundings, takes inspiration from them, and translates that
A Rapid Rise into her world.”
Chiara Boni La Petite Robe was launched in 2017 by its
namesake, Chiara Boni, a Florentine designer who sought “As accessibility and practicality are just as important as style,
a style that could elevate the femininity of women’s bodies Chiara Boni always asks herself, “What would I wear?’” She

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