(01)2023 — Present
Product naming & campaign
Golden Goose — Sneaker Narratives
Naming and storytelling for luxury sneaker launches, collaborations, and seasonal campaigns across print and digital.
View projectFlorence, Italy
Portfolio — MMXXV
CreativeDirector& BrandStoryteller.
I shape the language of luxury brands — from a single product name to an entire brand universe. Based in Florence, working globally.
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Golden Goose✦Pitti Immagine✦Woolrich✦LuisaViaRoma✦WonderGlass✦Golden Goose✦Pitti Immagine✦Woolrich✦LuisaViaRoma✦WonderGlass✦
(01) — Selected Work
A selection of frameworks, narratives, and tones of voice — built for fashion houses that speak with intention.
(02)2021 — Present
Press & editorial
Pitti Immagine — International Communications
Editorial direction and press adaptation across Pitti Uomo, Pitti Filatti, Taste, and Danzainfiera for international audiences.
View project
(03)2022 — 2024
Tone of voice & long-form copy
Woolrich × Manteco — Heritage Repositioning
Brand narrative and landing-page storytelling for a heritage outerwear collaboration — sustainable Italian wool, recycled military fibers, and a contemporary global audience.
View project
(04)2020 — 2023
Long-form editorial
LuisaViaRoma — LVRSustainable
Editor and content lead at LuisaViaRoma — and one of the editorial voices that shaped LVRSustainable from day one. Long-form interviews with Gabriela Hearst, Antonin Tron, and others on sustainability and the future of fashion.
View project(02) — About
Storytelling isn't about selling. It's about what stays with you after the words fade.
Isabella Rubino — Florence, Italy
Words that build worlds — for the houses that shape culture.
I'm a freelance Creative Director and Brand Storyteller with over a decade of experience working with luxury and contemporary fashion brands.
I build the frameworks that make copy possible — defining how a brand sounds, what it stands for, and how it speaks to the people it wants to reach.
My work spans product naming, campaign storytelling, tone of voice development, editorial direction, and press communication.
Bilingual English / Italian. Deep roots in Florence, with a global perspective.
Selected Clients
- Golden Goose
- Pitti Immagine
- Woolrich
- LuisaViaRoma
- WonderGlass
Disciplines
- Brand Strategy
- Tone of Voice
- Product Naming
- Editorial Direction
- Campaign Storytelling
- Press Communication
(03) — Contact
Let's work
together.
Open to creative direction, brand strategy, and tone of voice projects.
Based in
Florence, Italy — Working globally