With a background in political science, Danilo Venturi began his career in the music industry. He moved on to pioneering e-commerce and concept stores before working for the lingerie brand, La Perla. He obtained a Master in Luxury Management from Polimoda, where he would subsequently return to teach Fashion Brand Management, author the book "Momenting the Memento: Fashion, Education & the City", and launch the International Business Department. In 2015, he was appointed Director of the Florentine institute.


During his tenure, the school occupied the top-ranking positions in The Business of Fashion. Important collaborations with LVMH, Richemont, Gucci, WGSN, CFDA, Pitti Immagine, Vogue, Central Saint Martins, FIT and Parsons were activated. Personalities such as Marina Abramovic, Alber Elbaz, Renzo Rosso, Waris Ahluwalia, Rick Owens and Vanessa Friedman were involved in the life of the school. Forbes titled his interview "The Reign of Error: How Polimoda Upgraded Fashion Education".


In 2021 Danilo Venturi founded Brand Persona, the company that provides managerial, editorial, and educational services to public and private institutions based on the four-step method described in this book.

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