Ferdinando Verderi
Ferdinando Verderi is an Italian creative director behind fashion campaigns for Prada, Versace, and adidas Originals, and a former creative director of Vogue Italia.
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Ferdinando’s happenings, collected from public sources, plus their backstory and Starbook, where fans write.
Known for
Overview
- From
- Parma, Italy
- Work
- Creative direction, fashion campaigns, and editorial concepts
- Education
- A master’s degree in economics; self-taught in creative work
- Early platform
- Founding member of the creative agency Johannes Leonardo
- Editorial chapter
- Creative director of Vogue Italia, 2019–2021
- Representation
- Art Partner
Mini bio
How it started.
Verderi was born in Parma and was drawn to fashion as a child. Their formal studies took a different route: philosophy, Ancient Greek, and Latin at school, followed by a master’s degree in economics. In an interview with The Impression, they described their creative practice as entirely self-taught and connected their abstract way of thinking to those school years.
Finding a way in.
As a founding member of Johannes Leonardo, Verderi worked on projects spanning adidas Originals and Google. The adidas Originals campaign Original Is Never Finished became a notable part of that work: the One Show credits Verderi among its creative directors and awarded the campaign a Gold Pencil in 2018.
A magazine as an experiment.
Verderi was creative director of Vogue Italia from 2019 to 2021. For the September 2020 issue, the magazine produced 100 separate covers photographed by Mark Borthwick, each featuring a different person. It turned a familiar magazine format into a portrait of a much wider community.
Stories beyond a photograph.
Prada’s campaigns show how Verderi builds ideas across different media. Acts Like Prada paired Carey Mulligan’s many characters with Steven Meisel’s portraits; the related Ten Protagonists publication added fictional lives written by Ottessa Moshfegh. In 2026, Simple Stories brought Barry Jenkins’s filmmaking into the campaign, while Drawing Prada combined Glen Luchford’s photography with animation led by John Pomeroy.
Creditschronological, newest first
Fashion campaigns
- 2026Prada Holiday: Drawing PradaCampaign creative direction
- 2026Prada Fall/Winter: Simple StoriesCampaign creative direction
- 2026Prada Spring/Summer: Image of an ImageCampaign creative direction
- 2025Prada Fall/Winter: Prada Motion PicturesCampaign creative direction
- 2025Prada Spring/Summer: Acts Like PradaCreative direction
- 2017adidas Originals: Original Is Never FinishedCreative director / partner at Johannes Leonardo
Editorial
- 2020Vogue Italia: 100 coversCreative director
- 2019Vogue Italia redesignCreative director
Awards
- The One Show Gold Pencil2018 · Original Is Never Finished for adidas; Verderi is credited as one of the campaign’s creative directors.
- Cannes Lions Grand PrixThe FHCM’s official biography lists a Grand Prix at the Cannes Lions International Festival of Creativity among the recognitions for Verderi’s work.
Quotes
Stop judging, start making.Ferdinando Verderi, A Feel For Fashion, FHCM, March 3, 2026
Their proposed fashion mantra for 2026. Source: https://www.fhcm.paris/fr/news/a-feel-for-fashion-ferdinando-verderi
Trivia
- Their school background included Ancient Greek and Latin, subjects they still connect to their creative thinking.
- In the FHCM interview, Verderi named exploring Paris by bicycle as a favourite part of Paris Fashion Week.
- Ten Protagonists extends the Carey Mulligan Prada campaign into ten fictional character studies written by Ottessa Moshfegh.
Find Ferdinando
Follow their campaign work and creative collaborations.
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