Lunaria Cashmere represents a long-term heritage brand governance and commercial development case within Virgili Studio Consulting’s portfolio, illustrating the ability to protect, evolve and monetise brand equity over time in the high-end cashmere segment.

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The project covered the end-to-end governance of the brand system, from creative direction and product architecture to the development of monobrand retail formats and the structuring of international wholesale distribution, ensuring coherence between identity, product and market execution.

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Alongside the stewardship of a highly specialised Made in Italy artisanal supply chain, the work focused on retail experience definition, assortment strategy and client-facing brand consistency, while simultaneously supporting selective wholesale growth through controlled distribution and long-term commercial partnerships.