Italian fashion label Dondup is opening a striking new chapter with the appointment of Lauro De Marinis, internationally known as Achille Lauro, as the brand’s new Creative Director. The announcement signals a defining evolution for the contemporary Made in Italy house, bringing together Dondup’s celebrated denim heritage with one of Italy’s most multidimensional creative voices.
The artist’s first capsule collection for Dondup will be unveiled on June 15, 2026, during his highly anticipated concert-event at San Siro Stadium in Milan, transforming one of Italy’s most iconic music venues into the stage for a new fashion narrative. The moment is expected to merge performance, style, and cultural expression in a way that reflects Lauro’s distinctive creative universe.
Founded in 1999 in Fossombrone, in the heart of Italy’s renowned Denim Valley, Dondup has long cultivated a reputation for refined craftsmanship, elevated denim, and an urban sensibility rooted in Italian tailoring traditions. Over the years, the brand has evolved into a contemporary ready-to-wear destination recognized for its meticulous attention to fit, fabric innovation, and understated sophistication.
Achille Lauro’s arrival introduces a fresh creative dimension to the label. Born in Verona and raised in Rome, the singer-songwriter has built a career defined by artistic experimentation across music, cinema, literature, and fashion. His aesthetic language, often theatrical and emotionally charged, has made him one of Italy’s most visually compelling cultural figures. Industry insiders have frequently noted his instinct for transforming fashion into storytelling, making his transition into a leadership role within design feel like a natural progression.
At Dondup, Lauro will oversee the creative direction of the women’s, men’s, and accessories collections while guiding the overall visual identity of the brand. His involvement is envisioned as a long-term creative project focused on strengthening Dondup’s identity while preserving the essence of its Italian DNA.
Lauro has described fashion as a language capable of expressing permanence, emotion, and attitude. His vision for Dondup centers on building an enduring creative dialogue that shapes the future image and positioning of the house while maintaining its deeply rooted artisanal character.
Dondup CEO Mauro Grange has also expressed strong confidence in Lauro’s ability to guide the label toward a new cultural and creative dimension. The partnership reflects the growing intersection between fashion, music, and visual culture, where creative directors increasingly shape brands through storytelling, performance, and emotional connection.
The upcoming San Siro debut already carries the atmosphere of a landmark moment for both fashion and music. This capsule launch promises an immersive experience infused with the energy, emotion, and visual intensity that have become synonymous with Achille Lauro’s artistic signature. For Dondup, it marks the beginning of a contemporary vision shaped through culture, individuality, and Italian craftsmanship.
