With over 20 years of experience in building brand roadmaps and full funnel strategies across retail, fashion, lifestyle and hospitality for Ferrari, JLo by Jennifer Lopez and Liz Claiborne, Tiziana Indelicato is no stranger to the fashion and lifestyle industry.
She co-founded petitePARADE with her colleagues, an event and digital platform showcasing fashion and lifestyle products that range from toddlers to teens in New York City. Today, petitePARADE has curated highly immersive programs and collaborations with over 100 global designers and retailers, from leading to emerging brands.
The pandemic has put petitePARADE to a halt this year and the brand is reinventing new ways to do business. When asked about her days as a professor in Parsons School of Design, the importance of understanding the business and the brand side of fashion is something that continues to shine through. "Creativity translates into a brand or business only with a solid strategic approach and big-picture thinking" — important for small and large scale businesses.
Out of Fashion
Given your 20+ years of experience in the fashion industry, retail and luxury goods, what do you miss most about fashion production?
I miss working with people who can keep up with the trends, stay relevant and always on the lookout for what's next. The fashion industry sets trends that are followed by other sectors, years later.
What do you want to see more in the fashion industry that we have not seen before?
I know that fashion has had an active role in social responsibility and sustainability but there is a lot more that can be done.
With all the online learning at home, what is petitePARADE currently doing to engage kids and spark their creativity?
Since the online content is directly connected to the event platform, we are working on pivoting the business, while maintaining its editorial look and feel. It is the time to reinvent the way we do business and we always want to evolve.
What do you usually teach and inform your aspiring students about the fashion industry?
I always preach about understanding the business and brand side of fashion. Creativity translates into a brand or business only with a solid strategic approach and big-picture thinking.
How would you describe your own personal style?
Comfortable with high and low accents. Afraid, never. Effortless, always.
As told by Tiziana
What have you learned about yourself during this pandemic?
The pandemic confirmed the importance of human connection, proximity and city living. I miss human interaction and the small things that we do every day, my daily routine.
What does being a gentle woman mean to you?
Being sensible, able to listen and able relate to others.
What is life like for you right now?
The past few month have been quite stressful but, at the same time, I have had time to reflect on what’s next for me. Life has been a lot of indoor and screen time.
How has your family dynamic changed throughout this time?
We spend more time together, which means we fight more but we are also talking a lot more. Dinner time is definitely the silver lining of these times.
What are your 2020 high and lows?
2020 has been a difficult year for everyone and I am no exception to the rule. I wouldn’t call it “high” but I was able to learn more about technology and read, read and read.
Who is your role model? Why?
Michelle Obama. I read her book a few years back and I respect her sensibility and willingness to change to help others. She’s radiant, classy and with a beautiful soul.
What is your ideal “me time” session? How do you unwind after a hectic day?
My bed time. My bedroom is the one place where nobody can find me, other than my immediate family. I never bring my phone or any kind of electronics to my bedroom and I always have a pile of books next to me to choose from. Also, a nice dinner with friends and a glass of wine always work!
If you were to go on a vacation right now, where would you go?
Walking on a beach, somewhere sunny and warm. Belize sounds like a dream!
Pay it forward: Instagram accounts and people who have inspired you.
I am usually inspired by my small group of friends. Here are two that comes into mind:
@juliescelfo is a journalist and author of “The Women Who Made New York”. She always reminds about the greatness of women in our society.
@momentouomo is a friend who started a sustainable, vintage menswear collection. I appreciate entrepreneurship and any efforts to make this world a better place.
During this season, how do you feel we can love others better?
Every small gesture counts and we should all try to do our part. It’s what I teach to my children and it’s the way I live my life. Stay “woke” and pay it forward!
*This interview has been edited for brevity and clarity.