Riccardo RUINI

Creative Dir. & Founder | RICCARDO RUINI STUDIO

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.


1.) What was your very first job?

During one of my first experiences as a creative director, I had the opportunity to work with Fendi. At that time, nobody wanted to work in the fashion industry. Traditional advertisers viewed fashion as dull and thought that there was not enough copy in fashion campaigns , but I immediately understood the importance of fashion as art.

2.) Please describe, in your own words, what your job is and what work it entails.

My job consists in building brand identity through my creative vision. In this line of work it’s crucial to understand how a brand intends to communicate its values using various channels. As the Creative Director of my studio I am responsible for proposing and developing tailor-made creative strategies and vision for our clients as well as providing creative direction for all the work we produce internally. I also constantly liaise with creative talents (photographers, creative artists, directors..) and work together with them in order to deliver the best results possible for our clients.

3.) How did you discover that the creative world was right for you? What was there train of events that brought you to where you are today?

I’ve always loved fashion, I grew up in the fashion world, my mother used to work in fashion, and I was always drawn to fashion images. I was drawing constantly, so I felt I needed to do something artistic. I studied art direction at the European Institute of Design in Rome and started working with [advertising] agencies as a graphic designer, mainly developing layouts and storyboards and making good money in that field, but then I realized that it felt limiting. I therefore decided to change my career path to art direction.

I had a very close relationship with Fendi, we grew up together. They offered me their internal art director position, but working for a single client felt limiting for me, so I decided to open my own agency, Ruini Studio. As Fendi was my first client, I was able to start my agency with one of the most important brands in the industry. It was an amazing start. And after that I worked with great people that started where I started, at Fendi : Frida Giannini, Alessandro Michele, Mari Grazia Chiuri and Pierpaolo Piccioli. So I can say that my « training » was with Fendi.

5.) In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

Inspiration comes through being able to change one’s point of view. Inspiration comes literally from everything if you keep eyes, ears and heart open.

6.) If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?

It is difficult for me to choose one piece of work. All of them are very important to me because they belong to my professional journey. One of my the latest projects that I am proud of is the collective Oslo fashion art festival, I am the curator of this art celebration that aims to discover and give visibility to new young talented artists from around the world. In 4 years I had the chance to involve some amazing young photographers and artists that I suspect will be the next line of talents for the future of fashion image.

7.) What social media artist/account are you most influenced by?

I like to see the always smart, funny and deep posts of Michel Gaubert. And I like Cindy Sherman use of Instagram as well.

8.) Which creative disciplines do you commission most, and are most interested in seeing more of? (ie photo, film, social, experiential, vr, etc)



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