Veronica Ferraro
Veronica Ferraro is an Italian fashion creator and founder of Not After Ten, sharing personal style, fashion-week looks and a love of fitness.
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Latest
Veronica’s happenings, collected from public sources, plus their backstory and Starbook, where fans write.
Known for
Not After Ten
YOOXOverview
- Based in
- Milan, Italy
- Work
- Fashion creator, blogger and womenswear designer
- Started
- The Fashion Fruit, 2010
- Own label
- Not After Ten, founded in 2020; first collection launched in 2021
Mini bio
How it started.
Before the fashion-week invitations, Veronica shared photographs on Duepuntozero and Flickr. In a 2019 interview with The Blonde Salad, Veronica remembered posting spontaneously, without expecting a career to follow. The Fashion Fruit launched in 2010, turning that interest into a fashion blog.
Finding an audience.
Outfit posts brought a growing audience. BOLD Management describes The Fashion Fruit as having become Italy’s second most-read fashion blog. Personal style, travel and fitness became recurring parts of Veronica’s work, with Instagram giving those interests a daily home.
Making the clothes.
Not After Ten was founded in Milan in 2020. Its first fitness capsule arrived exclusively on YOOX in 2021, followed by a collaboration with Too Cool For Fur. Sunrise bodysuits became a signature, and the spring/summer 2023 collection expanded into blazers, cargo trousers, bombers and vegan-leather trench coats.
The personal touch.
Veronica told Say Who that fit and clothing that reflects personal taste guide the designs. Motivational garment labels carry messages drawn from friends’ encouragement and personal mantras. It is a small detail that connects the clothes to the self-confidence Veronica discusses with followers.
Creditschronological, newest first
Fashion and design
- 2023Not After Ten spring/summer collectionFounder and designer
- 2022SunriseNot After Ten founder and designer
- 2021Not After Ten activewear on YOOXFounder and designer
- 2021Not After Ten x Too Cool For FurBrand founder and collaborator
- 2018Brosway x Veronica FerraroJewelry capsule collaborator
Publishing
- 2010The Fashion FruitFounder and fashion blogger
Awards
Quotes
The Internet is for brave and authentic people.Veronica Ferraro, The Blonde Salad, January 28, 2019
Discussing learning to share more freely online. Source: https://www.theblondesalad.com/en/people/the-blonde-salad-meets-veronica-ferraro/
Trivia
- Not After Ten’s name came from a former habit of declining invitations to go out after 10 p.m., Veronica explained to Say Who.
- As a child, Veronica wanted to be a dancer; later, the dream was to become a lawyer, according to The Blonde Salad interview.
- The Brosway jewelry capsule celebrated Los Angeles, where Veronica said it was easiest to feel fully oneself in the 2019 Blonde Salad interview.
- In the 2019 Blonde Salad interview, Veronica named adopting the dog Steve among the happiest memories of 2018.
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