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Federica Montelli is an experienced fashion professional, with a background in Buying, Merchandising and Fashion Direction. An authentic Milanese, she has graduated from Bocconi University in International Economics & Management, with a Master’s degree focused on Fashion Brand Management. She has worked at Rinascente for the past decade, most recently as Head of Fashion, providing direction for all of company's product categories, participating to fashion and design weeks at an international level analyzing socio-cultural, fashion and design trends, scouting new brands and activating communication strategies with the most prominent fashion brands. Federica is a firm believer of experiential retail, having pioneered several activation projects with brands such as exclusive product launches, popups and full store & omnichannel takeovers.