Shoe news

Sergio Rossi Marks New Chapter with Evangelie Smyrniotaki

27th January 2022


The content creator, best known as Style Heroine on Instagram, was named as the shoe label’s new artistic director. 

Sergio rossi
Sergio rossi shoes

Sergio Rossi’s newly launched SS22 collection, directed by Evangelie Smyrniotaki. Images courtesy of Sergio Rossi.

Sergio Rossi is kickstarting 2022 with an exciting new move: The Italian shoe label has named Evangelie Smyrniotaki, one of fashion’s favourite content creators, as its new artistic director.

This means Smyrniotaki, best known as Styleheroine on Instagram, will now be in charge of the brand’s advertising campaigns, social media content, and styling projects, helping it create a new, refreshed image. She has also been designing a shoe capsule, dubbed Evangelie Smyrniotaki x Sergio Rossi, which will be unveiled at Milan Fashion Week next month. 

Smyrniotaki, who is based in Athens, has been working both in front and behind the lens for a few years, being a regular face in street style snaps and influencer campaigns but also acting as stylist and art director from behind-the-scenes, for a wide variety of luxury brands, ranging from heritage jeweler Bulgari to Milanese it-label The Attico. She has also recently co-designed a bag with fellow Athenian Marina Raphael, which has gone viral for its feel-good, sparkly aesthetic. 

“Communication has changed a lot over these years and Evangelie sums up the kind of new figures the industry needs,” added Riccardo Sciutto, chief executive officer of Sergio Rossi.  

It’s a privilege to join Sergio Rossi at this exciting time and I look forward to shaping a new chapter with the brand,” said Smyrniotaki, who has built a name for herself on social media for her sharp, modernist style – and her cinematic imagery, inspired by photography legends like Guy Bourdain.

style heroine
Image @styleheronie.

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