Marni Names Meryll Rogge as Creative Director, Signalling a New Era

A personal connection to the brand

Rogge’s ties to Marni run deep. Speaking at the Vogue Business Global Summit in Chantilly, France, she revealed she spent her very first fashion industry paycheck — earned at Marc Jacobs in 2008 — on a pair of Marni shoes she had been eyeing for months. That personal history, she explained, gives her a rare and authentic understanding of the brand’s values, distinguishing her appointment from many of the other high-profile creative director changes seen across the industry this season. Rather than leaning heavily on the archives, Rogge intends to work from Marni’s underlying spirit, focusing on what the brand stands for and how that translates into today’s world.

Strategy, growth, and the ‘new luxury’ vision

Rosso outlined an ambitious commercial strategy to match, with leather goods, footwear, and jewellery identified as key growth categories alongside ready-to-wear. The debut of the Trunkette bag — a reimagined take on Marni’s iconic Trunk — is set to anchor the brand’s accessories push for the season. Looking east, a joint trip to Asia reaffirmed Japan as Marni’s top market by country, while reinforcing the growing importance of immersive retail experiences in China. Underpinning everything is Rosso’s concept of ‘new luxury’: a more conversational, client-led approach that stands apart from the detached prestige of traditional heritage houses, and one that he believes is essential to winning over a younger generation of consumers.