MILAN – Italian brand Napapijri has named Valentina Visconti Prasca its new president.
“Becoming part of a group with a powerful portfolio of iconic brands, that I have come to know well through years of partnership, is incredibly motivating,” said Visconti Prasca. She succeeds Silvia Onofri, who joined Miu Miu as chief executive officer in February.
Napapijri has been part of VF Corp.’s portfolio since 2004.
“This new chapter is a meaningful step in my journey. It offers me the opportunity to lead an authentic, design-led brand that masterfully blends history with innovation. I am truly honored to embrace this role and contribute to Napapijri’s next phase of growth and global elevation,” continued the executive.
She joins the brand from the Yoox Net-a-porter Group, where she most recently served as managing director of Yoox worldwide and executive committee member, leading the brand’s strategic positioning, omnichannel evolution, and commercial strategy. She also co-led the group’s ‘Infinity Strategy’, a long-term sustainability program fostering circularity across business and culture.
Prior to that, Visconti Prasca held senior leadership roles at publishing house De Agostini, Veepee Group and eBay, and began her career in management consulting at Bain & Company.
“Throughout my 15-year leadership career, I have had the privilege of working across dynamic sectors, from luxury fashion to cutting-edge digital industries. Every experience has deepened my passion for purposeful branding, digital transformation, and building diverse, high-performing teams,” said Visconti Prasca. “What excites me the most about Napapijri is its bold, unexpected spirit. I eagerly anticipate collaborating with its talented team to push boundaries and create lasting, meaningful impact.”
In 2023, for the first time since its foundation in Aosta, Italy, in 1987, Napapijri named a global creative director, appointing Christopher Raeburn, the British designer known for his sustainable credentials as a recycling and upcycling fashion pioneer. The brand was launched as a maker of travel bags crafted from waxed cotton canvas. Since then it has grown into a premium lifestyle brand with an outdoorsy and urban bent that offers men’s, women’s and kid’s ready-to-wear, footwear and accessories.
Since becoming president and CEO of VF Corp. in August 2023, Bracken Darrell has been busy reinventing the group, cutting costs, resetting the operating structure and changing leadership at the company’s brands The North Face, Vans, Timberland and Dickies.
Darrell also sold off Supreme to EssilorLuxottica in a $1.5 billion deal that helped clean up the company’s balance sheet. In the fourth quarter of fiscal 2025, the Denver-based company reported net revenue of $2.14 billion, down 5 percent from $2.25 billion in the same period last year.