“Growing up in a family like mine only meant one thing: falling in love with the world of shoes,” says Arianna Casadei, the general manager of her family’s eponymous luxury footwear company. Not only a beloved heritage brand in Italy but also revered by stars across the world – think Taylor Swift, Cara Delevingne, Madonna and Jennifer Lopez – few families have created such storied empires as the Casadeis.
Founded in 1958, in a small workshop in San Mauro Pascoli in the Emilia-Romagna region, husband-and-wife duo Quinto and Flora Casadei created the brand’s first collection of sandals with tourists holidaying on the Italian Riviera in mind. Spurred on by the post-war economic boom and the power of ‘Made in Italy’ merchandising, Casadei transformed from a family-run workshop into a highly-specialised, and sought-after, footwear business that went global, with exports to Germany, USA, Japan and the Middle East.
Cesare Casadei – Quinto and Flora’s son, Arianna’s father and the company’s creative director since 1994 – paved the way for the brand’s most famous designs, including the Blade. Featuring a sharp steel silhouette and a slim, ultra-high heel, it’s a red carpet staple and one that’s been reimagined every season since its conception in 2012. At his side for the majority of his design journey was his youngest daughter Arianna, who always wanted to be part of the business having quite literally grown up in the factory, watching Cesare put pen to paper and playing with leather samples.
Arianna’s first official role in the company came in 2017 when she was appointed communications and marketing director, before landing the general manager (something akin to CEO) position last year with an aim to lead the multi-generation business into the modern age. Now more than a year into the role, we sit down with Arianna to discuss why she’s constantly inspired by her family and how she balances work with motherhood.
When you were a child, what did you want to be when you grew up?
Ever since I was a little girl, I would join my family at the company in order to spend time with them. I still remember the way I looked at my grandfather Quinto, grandmother Flora – my life masters – and my father Cesare, and how much I admired not only their work ethic, but also the passion and love they put into their work. I always knew that one day I would want to be like them and take a seat at the big table.
Tell me what it was like growing up in the family business. Were you always immersed in fashion?
Since I was little, family and business have always been one and the same. It’s a funny thing because – just like my father did with my grandfather – the only way to spend time with my family was to join them at the company. I still remember how much time I spent in the factory playing with pieces of leather while my father was working. I was lucky enough to grow up in a family where I always breathed a love for the world of fashion, creativity and continuous experimentation.
What were some of the biggest challenges you faced when starting out in your career?
I remember a specific moment in 2012 when I asked my grandfather Quinto to introduce e-commerce into our company. It was something new for him, and I insisted on it because it was essential in order to expand our business. It wasn’t easy at all to introduce something so new and the expectations were so high. Day by day, as he saw the numbers, my grandfather changed his mind.
How do you balance your own creativity and design personality with the legacy of Casadei?
When I first joined the company, I was very young, and my father wanted me to learn the business from scratch. I had the opportunity to observe and listen to great professionals in the industry and, over time, I adapted this knowledge to meet the new market demands and trends. I have always been a creative person, and I find it very stimulating to adapt new ideas to the DNA of Maison Casadei. My father’s motto is ‘looking back to look forward’. In order to make an idea work, it’s essential not to forget the brand’s identity; instead, it’s important to implement and shape new ideas aligned with its history.
Who is the woman Casadei designs for?
The Casadei woman is free, proud, confident and independent.
What are the best and worst parts of your job?
One of the things I like the most about my work is travelling, because I have the great fortune of engaging with top professionals in the market and discovering new realities. There is no worst part of my job, but one that I would call difficult is often being away from my daughter Mia. Balancing work and life is not so easy, but I always try to sort out the best solution in order to do the best that I can.
What have been some of the toughest times or setbacks in your career? What did you learn from them?
As with many other companies, one of the most challenging periods was the Covid-19 pandemic, which forced us to reevaluate our corporate structure. We had to face significant challenges, such as managing production amid all the difficulties of the moment and adapting to the new market’s demands. More than ever, this experience taught us how essential resilience, flexibility, and adaptability are.
Tell me about a woman who has been influential in your career.
If I had to identify a woman who has been a role model for me, I would say my grandmother Flora. Her determination and passion towards her work are something I still carry with me today. I can still remember a phrase my grandfather Quinto used to say about the company he built with my grandmother: ‘If it weren’t for your grandmother, none of this would have been possible.’
What qualities do you think are most important in a good manager or business leader?
I would say a good manager has to be innovative, always seeking new ideas and trends while fostering a collaborative environment and creating a culture of continuous learning and growth.
What do you think are the biggest hurdles facing women in the workplace now?
I believe that one of the greatest challenges for women is finding a balance between work and family life. In a world that often demands the utmost professional commitment, it becomes essential to manage not only work responsibilities but also family obligations, without compromising either our careers or our relationships with the people we love.
What would you tell your younger self with the benefit of hindsight?
I believe that the most important thing is to have faith and follow your dreams. Each of us encounters difficult moments in our lives, both personally and professionally, but we must always look ahead and never get discouraged. I always try to help my daughter Mia, who is still young, understand how important it is to believe in herself and to dream big.
What advice would you give to young women starting out in the creative industries?
Firstly don’t be afraid to express yourselves and your ideas, especially those that may seem different from others. Often, the best creativity comes from unique perspectives that set us apart. Secondly, try to build as many relationships as you can and foster teamwork. The people you work with can add value to your efforts and enrich your knowledge. Finally, don’t lose heart in the face of your first setback. It is completely natural to encounter difficulties along your journey. Every failure is an opportunity to learn and grow.
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