Starting his career in advertising, Riccardo Ruini has gathered a profound experience in high profile international agencies such as Publicis, Grey Advertising, Pirella Gottsche, and Lowe Lintas. Riccardo Ruini then followed his work for the Fendi Group, as Art Director in the mid-1990’s. Aside from restyling the Fendi logo, he revolutionized the brand’s corporate identity and packaging to its now-iconic incarnation and art directed the memorable ad campaigns that signed the launch of the must have Baguette bag era. The key to Riccardo Ruini's success is an intelligent, cultivated and contemporary approach to creativity. He has collaborated with numerous talented photographers as Mert Alas and Marcus Piggott, Inez van Lamsweerde and Vinoodh Matadin, Guido Mocafico, Peter Lindbergh, Mario Sorrenti, David Sims, Sølve Sundsbø, Tim Walker, David Bailey, Deborah Turbeville, Sarah Moon, Steve McCurry, Scheltens & Abbenes, as well as artists such as Lorca di Corcia. Riccardo Ruini's artistic collaborations expand further in the areas of film and music with visionary directors of the caliber of David Lynch, Frank Miller, Chris Cunningham and Nicolas Winding, and musicians like Roisin Murphy, Friendly Fires, Bat for Lashes, Massive Attack and Donna Summer.