Michela Fasanella knew what she wanted from the start. Even as a three-year-old, she was drawing clothes. So answering the question, “What do you want to be when you grow up?” was easy. But it takes more than passion to become a fashion designer. After high school, Michela attended the Accademia di Costume e Moda in Rome. While she was there, she won a competition for Pitti Filati and was chosen by Ferragamo for an internship of six months in Florence. After arriving, she worked her way up, starting with coffee and photocopies before moving on to selecting the leathers and furs. Not exactly her dream job at the time, considering she was vegetarian. Ferragamo asked her to stay, but Michela felt the need for other experiences. Turning down the offer was a gamble, but she's never looked back. She returned to Rome to write her thesis and work in ready-to-wear fashion when the business was still strong, before it was swept away by Zara and H&M. Next came an internship with Valentino, where she learned a lot, and whom she still considers a master of style. After the internship, she decided to try to design a collection herself. Five one-off pieces that she left on sale-or-return in a shop in Trastevere. She was shocked when she realised that all the pieces had sold.
In 2008, she moved to London, where in 2010 she started her current label, Aroma30. Today, her studio is in Rome, in a beautiful loft her father has renovated in the fashionable Pigneto district. Since coming back, she has the impression that the city is greatly changed. There is a vital new scene of up-and-coming designers. Unlike Milan, the undisputed capital of prêt-à-porter, Rome pays more attention to stylists like her who have chosen to remain independent. Michela works for herself and follows the entire creative process from A to Z. She prefers having a direct relationship with customers and her name circulates mainly through the internet and word of mouth, “more powerful than any marketing strategy”. She is confident about the future, and is convinced that Made in Italy excellence will be around forever.
The story has been written by Christian and Veronica Raimo
She created the independent brand Aroma30, which combines contemporary elegance with sartorial passion and attention to detail.