From selling comic books as a kid to creating one of fashion’s first online giants, Federico Marchetti has lived his life at the intersection of creativity and commerce.
Federico Marchetti, founder and former CEO of the online fashion retailer YOOX Net-a-Porter, recently published his memoir, “The Geek of Chic: An American Dream, Italian Style.”
Featuring a foreword by the late fashion icon Giorgio Armani, Marchetti’s memoir describes his goal of blending American innovation with Italian craftsmanship.
From a small town in Italy, Marchetti’s journey led him to work for Lehman Brothers, earn an MBA in the United States and establish one of fashion’s first online giants, culminating in a $6 billion acquisition by Richemont, the parent company of Cartier. (Earlier this year, Richemont sold YOOX Net-a-Porter to Mytheresa.)
Nowadays, Marchetti divides his life between Lake Como, Milan and Venice. He talked to Fra Noi about his entrepreneurial mindset, his goal in creating YOOX and his current endeavors, including serving as chairperson of the Fashion Task Force of King Charles III’s Sustainable Markets Initiative.
ELENA FERRARIN: What was your upbringing like in Ravenna?
FEDERICO MARCHETTI: Ravenna is a city of hidden treasures, including world-famous mosaics, ancient churches and layers of history. I came from what I describe as a “complicated family.” My father struggled with bipolar disorder, and my mother held everything together with strength and faith. We lived modestly, in a small apartment where I shared a corner of my parents’ bedroom until I was a teenager. That contrast — the beauty of my city and the challenges inside my home — shaped me deeply. It taught me resilience, imagination and the desire to escape and build something of my own.
EF: How did your interest in fashion develop?
FM: I’ve always been drawn to aesthetics in all forms, from design to cinema to the mosaics of Ravenna. My strength was and remains imagination. Fashion came later, when I realized it could create the perfect intersection between creativity, commerce and Italian craftsmanship with a global reach. A world where beauty meets technology — that became my obsession.
EF: You sold your brother’s Mickey Mouse comic books on the beach at age 10. Was that your first job, or a way to make money on the side?
FM: It was more of an experiment. I loved negotiation and the thrill of convincing someone to buy. It offered me financial independence, and I started to consider America as a future, where imagination and business can change lives.
EF: You graduated with a degree in economics from Bocconi University in Milan and an MBA from Columbia University in New York City. What were those experiences like?
FM: Bocconi created my entrepreneurial foundations, but more importantly, it offered me the opportunity to leave Ravenna, a small town, and begin a new chapter in a big city. My MBA was a transformative experience. I absorbed the energy of Manhattan and the entrepreneurial mindset of America, and I witnessed firsthand the beginnings of what would become the internet revolution.
EF: You worked at Lehman Brothers. What did you do there?
FM: Before my MBA, in 1994, I joined Lehman Brothers in the investment banking/mergers and acquisitions division in New York, London and Milan. I threw myself into it for three years, working “like crazy.” It was intense, but I learned discipline, speed and how financial markets operate. That experience shaped the way I later structured YOOX — not just as a creative venture, but as a financially disciplined company.
EF: When did you found YOOX and how did that happen? What was your goal?
FM: I founded YOOX on the spring equinox of 2000. At the time, selling luxury fashion online was almost unthinkable. My goal was to create something that combined the adrenaline of American innovation with Italian creativity. YOOX became a platform that was not just transactional but emotional — a place where luxury and technology could coexist.
EF: What are you most proud of during your time at YOOX?
FM: Not only building what I consider Italy’s first “tech unicorn,” but the fact that YOOX was genuinely loved by millions of customers worldwide. We created thousands of jobs, merged with Net-a-Porter to become a global leader and proved that Italy could lead in digital innovation, not just fashion tradition.
EF: You formally left in 2021 as chairman and CEO of YOOX. Why did you make that decision?
FM: After 20 years, I felt I had completed my mission. YOOX had grown from a concept into a global powerhouse. It was the right time to let go and start a new chapter, focused on sustainability, innovation and giving back.
EF: You have met notable people like Bill Gates, Jeff Bezos, Giorgio Armani and Anna Wintour. Any memorable moments you can share?
FM: Each encounter taught me something different. Armani showed me timeless elegance and business vision. Wintour demonstrated discipline and power. Gates and Bezos embodied the power of innovation at scale. These meetings reminded me that leadership is not about imitation, but doing things your own way.
EF: What does chairing the Fashion Task Force of King Charles III’s Sustainable Markets Initiative entail?
FM: We bring together global leaders — from Brunello Cucinelli to Burberry, Prada, Puig and Diesel — to make fashion more sustainable through innovative projects, from regenerative agriculture to circular design. Our goal is action, not words: to ensure that luxury and sustainability go hand in hand.
EF: What other projects are you working on?
FM: Beyond sustainability, I’m on the board of Giorgio Armani as the only non-family member. I’m also active in philanthropy and education.
EF: Why did you decide to write a memoir? What message do you hope your readers will absorb?
FM: I decided to write “The Geek of Chic” because I wanted to leave a record of my journey for the next generation. It’s not just a business book — it’s a story of resilience, imagination and daring to dream. If readers take away one message, it’s this: Never be afraid to combine reason with passion, innovation with beauty, ambition with humanity.
EF: Do you have any fashion “rules” or advice you can share?
FM: I don’t believe in strict fashion rules but in personal authenticity. Wear what makes you feel confident, and choose quality over quantity. And today, the ultimate rule is sustainability: fashion should be beautiful not just for the wearer, but for the planet. Buy less but buy better!
The article above appears in the November 2025 issue of the print version of Fra Noi. Our gorgeous, monthly magazine contains a veritable feast of news and views, profiles and features, entertainment and culture.
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