A Q&A With Louise | Celebrating 20 Years
As we celebrate 20 years of Mi Piaci, we sit down with our Director and Head of Design, Louise Anselmi, to reflect on our evolution.
Take us back to 2002, how did it all begin?
The idea to launch a premium brand really came from our customers, we had lots of enthusiasm for more cutting edge product, but like everything, the brand has evolved over time.
Fast forward 20 years - Mi Piaci has 13 stores, can you take us through the growth? What was the first store like?
Our first store was in Newmarket, Auckland and the aesthetic was pared back and minimal. We wanted the shoes to shine and the atmosphere to be timeless and classic. We grew quite quickly, opening our second store by 2004 and having nine by 2008.
Take me back to the first range, what did it look like?
Wow I honestly can’t remember, it was largely styling from our Overland stores but much more fashion forward, in time we started to source product internationally and take more risks in our collections.
The Mi Piaci campaigns in the early 2000’s are iconic, can you tell me more about them?
Our early campaigns were shot by Tony Drayton. We wanted to look international and world class. They were definitely dramatic and sometimes controversial but I look back on our early catalogues with pride.
Can you talk us through the design process through the ages? How has this evolved?
This process has evolved incredibly. Initially, we sourced our product internationally but as our desire to make more design decisions and create our own customer-centric styling, we saw the need to have an in-house design team. For the last 7 years we have designed the majority of the Mi Piaci range ourselves and manufactured our shoes in our own factory.
What milestones are you most proud of?
I’m most proud of how we have developed a design and manufacturing capability. This has allowed us to experiment and make styles that are exclusive to Mi Piaci and often very limited in quantity. It means we can develop a collection that is truly focused on our Mi Piaci customer and what she wants in her footwear.
Where did the name Mi Piaci come from?
The name Mi Piaci is Italian and means “I like you”, we wanted something that was unique, reflects Shane’s Italian heritage, and infer a design element.
How would you describe Mi Piaci?
Mi Piaci is a brand synonymous with confidence and a certain degree of risk taking. We endeavor to deliver collections that are inspiring and sometimes unexpected.
What's next for Mi Piaci? Where do you see the brand in 20 years?
Growth for Mi Piaci will probably involve Australia and continuing to refine the brand.
How would you describe your personal style?
My personal aesthetic is fairly clean and classic but I do like a twist. I have made a conscious decision to try to wear less black and to embrace colour, I believe how you wear it, is just as important as what you wear.
Where do you find your inspiration?
Inspiration comes from all over, the people I see, street style, travel and Instagram. We also have some fashion forecasting platforms that are an amazing source of inspiration and our customer feedback is also something that informs our design decision.