Valentina De Laurentiis Explains Napoli’s Apparel Model and Creative Direction.

Roger Hampel

Valentina De Laurentiis / Image: SSC Napoli

As the 2025/26 season begins, SSC Napoli marks a significant milestone in its long-term merchandising strategy: the club’s fifth consecutive year managing kit and apparel production through an in-house commercial model, in close collaboration with fashion partner EA7 (Emporio Armani).

In an official interview published by the club as part of its Inside SSC Napoli series, Valentina De Laurentiis, Head of Merchandising and daughter of club president Aurelio De Laurentiis, outlines the structure, challenges, and ambitions behind this hybrid approach.

While EA7 continues to provide design support and branding, Napoli oversees the end-to-end operations, including product planning, logistics, distribution, and retail. This approach has allowed the club to accelerate time-to-market, maintain greater control over creative direction, and strengthen the connection between the club’s identity and its merchandise offering.

Strategic Shift to Internal Manufacturing Valentina De Laurentiis Napoli

The in-house production model—described by De Laurentiis as “the most stimulating challenge” of her professional life—has enabled Napoli to reduce production timelines, capitalize on fast-moving trends, and gain full control over brand expression.

“What normally takes 18 months through a traditional supplier, we can do in a quarter of the time,” said Valentina. “That speed allows us to stay culturally relevant and commercially agile.”

The club collaborates with Giorgio Armani’s design team to develop seasonal concepts, turning initial sketches into prototypes, final garments, and ultimately mass production. Finished products are distributed through Napoli’s retail network, which includes four club-run stores, a revamped e-commerce platform, and a growing list of international retail partners.

Brand Identity and Local Roots

The design philosophy is rooted in Neapolitan identity, with kits and campaign visuals often referencing landmarks like Vesuvio, the Fontanelle cemetery, or the Seiano caves. According to De Laurentiis, this strategy is central to Napoli’s positioning: a football club expressing local pride through fashion and creative direction.

“Every design choice is connected to our city. We want to tell stories that reflect Napoli—not just as a team, but as a living culture.”

The club’s 2025/26 away kit, launched earlier this month, is presented as a direct reflection of this vision.

Women’s Line and Rebranding Efforts

For the first time, Napoli has also launched a women’s apparel line, built around themes of authenticity, individuality, and emotional storytelling. The capsule collection features the slogan “Brucia, nun brillà” (Burn, don’t shine), aimed at promoting strength over appearance.

“This isn’t seasonal fashion,” said De Laurentiis. “It’s a message—to break free from conformity and celebrate identity through design.”

Additionally, the club has continued a rebranding effort, including a unified logo architecture and new visual standards that carry across all collections and media.

Operational Risk and Brand Philosophy

Operating as an independent manufacturer is not without its challenges. De Laurentiis acknowledged a recent certification label typo on newly launched home and away kits but framed it as a moment of transparency and resilience.

“We chose to keep the error as a reminder: mistakes are part of the process. We don’t hide them—we learn from them.”

The merchandising division is still run like a startup, with the club overseeing everything from sourcing to final delivery. Napoli’s strategy blends retail agility, brand storytelling, and creative autonomy, standing apart from most professional football clubs who outsource to global kit suppliers.