Ferdinando Verderi was the creative director of Vogue Italia, having been appointed following the departure of Giovanni Bianco in May 2019. Verderi’s first issue for Vogue Italia launched in July 2019. His modern approach to fashion and communication has left the industry hungry to follow his development at the fashion title.
Verderi’s inaugural issue of Vogue Italia chose DNA as the theme, aiming to cast a light on the meanings of identity, heritage and family origins in today’s multicultural world. Models Gigi Hadid , Karen Elson and Imaan Hammam featured on three different covers and were interviewed to discuss their origins, having taken DNA tests.
Verderi has led global creative and strategic direction on brands that range from Google to Diet Coke, and partnered with brands including Chanel, Versace, Adidas Originals and Alexander Wang . His work with Adidas, created with his team at creative agency Johannes Leonardo, coincided with unprecedented company growth and is widely praised.
Verderi also regularly collaborates with Prada. In 2020, he conceived Prada’s resort campaign as a series of images to be wrapped around flowers in flower shops around the world. During Covid, in Autumn/Winter 2021 he turned the campaign itself into a Sotheby’s benefit auction selling unique pieces from the fashion show to raise money for Unesco. He has also conceived an interactive, evolving campaign that is made of dialogues between Miuccia Prada , Raf Simons and their audience.
He has received awards at the Cannes International Festival of Creativity, as well as the D&AD and Clio Awards, where he was the most awarded creative in the fashion and beauty prestige category for two seasons running.
Prior to his work in fashion Ferdinando achieved a master in economic sciences. He lives and works in NY.
