By  on November 3, 2008

MILAN — In appointing Marco Zanini as the new creative director at Rochas, Gibò Co. SpA president Franco Penè said the revamped brand will be anything but a “bonfire of the vanities.”

“We’re not looking to generate editorial hype, because we’re thinking of a sensibly priced luxury brand that caters to the everyday needs of women,” said Penè. “In other words, real clothes that are useful and beautiful. Zanini understands that we don’t want to be a status brand.”

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