the Fellinian atmosphere of 1960s Emilia Romagna, where, surrounded by fabrics, she developed a great passion

 for fashion.At 18, she opened her clothing store, Jolly Shop, where, in addition to various brands, she also sold garments

 she had created and made herself. In 1974, when she realized the growing interest in her creations, Alberta Ferretti 

understood that it was time to produce a collection under her own name.In 1980, she founded, along with her brother

 Massimo, the company Aeffe S.p.A. and the following year, she officially debuted on the Milanese runways, immediately 

achieving great success with her romantic and feminine style.

Between the late 1980s and early 1990s, Alberta Ferretti began a collaboration with some of the most important fashion

 photographers and top models, defining an aesthetic that would make Alberta Ferretti loved worldwide.The lightness of 

chiffon, the richness of embroidery and lace, the femininity of the slip dress, and the refined and sensual lines are the 

protagonists of her collections.

In 1994, the first Milan showroom of the brand was inaugurated at Palazzo Donizetti, and two years later, Aeffe also 

opened a showroom in New York, inside a Liberty-style building on 56th Street. The rapid international expansion, 

coordinated by the four showrooms in Milan, Paris, London, and New York, led to the opening of numerous

 monobrand boutiques in the most important capitals of fashion and luxury shopping.