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Luxury expert Matteo Atti picks his top five brands

Words by Rob Chilton

The labels who are doing it right

Having worked with Tom Ford during his tenure at Gucci, British designer Paul Smith and Italian style maestros Bottega Veneta, Matteo Atti is well-placed to lecture on luxury. In fact, lecturing is exactly what he does at the International University of Monaco where he teaches classes on luxury business development.

“I believe luxury is about freedom,” says Atti, now EVP of marketing and innovation for VistaJet. “It’s about being able to choose from anything that is available, to pick something that simply fits our needs and make us feel good. Consumers are looking for high, intrinsic value more than ever and that goes way beyond price consideration.”

Matteo Atti

Atti is excited about the future of the luxury sector, especially with China’s continued growth that saw it surpass America as the world’s largest fashion market in 2019. “A new Bain report predicts that China will become the world’s biggest luxury market by 2025. New names will soon raise above the clouds and start bringing forward a new set of parameters in the definition of luxury. The future of luxury, mixing loyal, generational, and cultural sensibilities, is more exciting than ever.”

We asked Atti to name the luxury brands that continue to impress him.

Marco Bizzarri, Massimo Bottura and Anderson Paak at a Gucci party


“My first love, Gucci is what got me started in luxury many years ago, and is now brilliantly led by my mentor Marco Bizzarri. The latest sustainable Off The Grid collection is a light-hearted, culturally shifting way to mix new life paradigm with high end products that mean something.”

Assouline travel books


“Whether visiting one of the boutiques (my local store is at 196 Piccadilly in London) or losing yourself in one of their meticulously created books, Maison Assouline is always a source of discovery. The brand is an eye opener and a source of constant enrichment for me.”

Valentino creative director Pierpaolo Piccioli


“The Italian couture house led by creative director Pierpaolo Piccioli selected 19-year-old internet star Elsa Majimbo for a campaign and a book called The Alphabet for Kids & Adults. Finding new faces to help tell a story mixing present and heritage is impacting global culture for the next generation.”

Middle House in Shanghai

Middle House

“I had the pleasure of staying at this calm oasis in the middle of Shanghai for a week just before its official opening. The care I received from everyone in the staff left such a mark on me that they were one of the first partners I contacted when we designed VistaJet’s Private World.”

The late, great Alexander McQueen

Alexander McQueen

“I had the privilege to be in meetings with Alexander McQueen when his brand name was still just an east London start-up. The sheer clarity of vision, and the raw energy each piece delivers is still outstanding. It was an unforgettable lesson.”

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