#INTERVIEW: Built by Family, Defined by Craft: Peserico Debuts in Dubai

There’s an unspoken charm about legacy brands, the kind of fashion houses built not just on textures and cuts, but on values passed down through generations. These are labels that begin with tradition, and move forward with precision, collaboration and integrity. Peserico is one such brand.

Born in the quiet town of Cornedo Vicentino, Italy, what began in the 1960s as a small tailoring atelier by Maria Peserico has grown into an international name synonymous with understated elegance. Today, the brand is helmed by her son CEO Riccardo Peruffo, whose vision continues to honour his mother’s pioneering spirit, rooted in quality, precision and a respect for women’s style.

Now, Peserico makes its Middle East debut with a flagship boutique in The Dubai Mall, offering the region a taste of its signature Italian sophistication. In this exclusive conversation with L’Officiel Arabia, Riccardo Peruffo reflects on his mother’s legacy, the art of balancing heritage with innovation and why Dubai was the natural next step for the brand’s refined global expansion.

Delna Mistry Anand: Your mother Maria Peserico, laid the foundation for what is now a globally celebrated brand. What do you think she saw in the fashion landscape of the 1960s that inspired her to begin?

Riccardo Peruffo: My mother was a true pioneer. She founded her small tailoring workshop in  northeastern Italy focussing on women’s pants, which was a bold move at a time when such garments were still unconventional in women’s fashion. She recognized the cultural shifts happening across Europe and America and saw an opportunity to offer women trousers with a liberated, dynamic spirit. Her vision was clear: to create high-quality garments that combined precision, comfort and style. This foundation continues to guide us even today; the attention to detail, Italian standards of craftmanship and a deep respect for the women we design for.

You quite literally grew up with the brand. What are some moments that have stayed with you from those early years watching your mother build Peserico?

Some of my fondest memories are of watching my mother work with quiet determination, fully immersed in the details that would define Peserico’s identity. I remember her sitting at the work table, focused on perfecting a pair of trousers, ensuring every stitch and every fit met her standards. Growing up within the family business, it was clear from a young age that this path would be my destiny. Work was a deep part of our values. Carrying forward my parents’ vision is both a responsibility and a source of immense pride. It’s shaped how I run the business too, with respect for tradition, deep attention to detail and a constant drive to evolve without losing the soul of what they built.

Peserico today balances a sense of timelessness with relevance. How do you preserve your Italian heritage while still connecting to the modern global woman?

Maintaining this balance is central to Peserico’s global appeal. We remain rooted in the sartorial expertise of our Veneto region, sourcing the finest materials and keeping our production entirely in Italy to uphold our quality standards. At the same time, we invest in advanced technologies and new design facilities to stay relevant and create collections that speak a universal language of elegance and sophistication.

My wife Paola Gonella, who leads the soul of our collections with a clear and refined vision, is a key part of maintaining this balance. As Creative Director, she works closely with a young, talented team specialised in design and product development, constantly exploring new techniques, fabrics and trends. Together, we’ve built a partnership that balances innovation with continuity. While Paola shapes the aesthetic direction, my focus is on brand growth and on exploring new markets to enhance Peserico’s global presence.

Tell us about your decision to make Dubai the setting for Peserico’s Middle East debut.

Opening in Dubai, particularly at The Dubai Mall was a strategic and natural move. We’ve always chosen locations that reflect both our current clientele and the audience we aspire to reach, which includes luxury destinations and exclusive retail environments. Dubai is all of this. It’s an international meeting point where fashion meets appreciation for craftsmanship and design. The Dubai Mall is a showcase of global luxury, and for us it was the perfect platform to introduce our philosophy of modern understated elegance to the region.

Your collections are known for their universal appeal. What is it about Peserico’s design language that allows it to resonate across such diverse markets, from Europe to the Far East?

Elegance and quality are universal. Each Peserico piece is crafted with sartorial precision and refined to feel effortless. Our colour palette focuses on natural tones that convey lightness and sophistication, creating a timeless yet contemporary aesthetic and this need not reworked for different markets. Ultimately, true elegance, the kind that crosses borders, comes from feeling good in what we wear. It is that balance between beauty and comfort what allows our collections to connect globally.

How is Peserico approaching sustainability in a way that feels honest and meaningful?

For us, sustainability is about our commitment to “Made in Italy.” By keeping all production local, we support our artisans’ skills and expertise, while upholding high environmental and labour standards. We invest in garments that are built to last, in construction and also design.

And finally, when someone slips into a Peserico garment, what do you hope they take away from the experience—not just in style, but in spirit?

When someone steps into a Peserico garment, we hope they feel seen, comfortable and empowered to express their unique identity. Our designs are not just about fashion but about accompanying individuals in their everyday lives with elegance and intention. We hope they each feel confident, authentic and at home in their own style.