How Claudio Antonioli Rebuilt Ann Demeulemeester’s Cult Following
- Posted on September 30, 2026
- By Vogue
- 4 Views
- 1 min read
In brief
Claudio Antonioli, the entrepreneur behind New Guards Group's successful exit to Farfetch, has undertaken an ambitious six-year transformation of Ann Demeulemeester. The luxury Belgian brand, acquired by Antonioli, is experiencing a strategic renaissance marked by the opening of a Paris flagship store and an anticipated runway presentation. This revival represents a calculated effort to reconnect with the designer's devoted fanbase while establishing contemporary market relevance.
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How Claudio Antonioli Rebuilt Ann Demeulemeester’s Cult Following
After building and selling New Guards Group to Farfetch, the entrepreneur bought indie label Ann Demeulemeester, which he has spent six years restoring back to its original glory. Ahead of tonight’s Paris store opening and Saturday show, he sits down with Vogue.
