Alessandra Facchinetti brings a feminine touch to Tod's

As the first female figurehead helming Tod's women's division, the pressure is on for Alessandra Facchinetti. Although she didn't have a specific muse in mind when designing her debut collection, her idea was really to get "the right attitude".

"She's casual but very sophisticated with something very rich and modern, so I wanted to put all these elements into the [debut] collection," says Facchinetti, elegantly perched on a plush leather couch inside Tod's Hong Kong showroom. Her piercing green eyes lined with kohl, the tall, slim, dark- haired designer is a vision of Italian elegance. Clearly, brand owner Diego Della Valle chooses his personnel well.

Tod's has made a name for itself with its impeccable Italian craftsmanship, with factories based in the Italian region of Marche, birthplace of Della Valle. Its sleek designs, supple leathers and quiet elegance so favoured by the tastefully fashionable has spawned generations obsessed with the ultra-comfy gommino moccasins or new products such as the sophisticated Sella bag.

With Della Valle donating €5.2 million (HK$54.5 million) to renovate the famous La Scala theatre in Milan and then €25 million to the renovation of the Roman Coliseum in recent years, it seems that this strategy is doing rather well.

Business in Asia has been booming. The luxurious men's Sartorial Touch Collection was launched last year, offering bespoke detailing. And a year ago the appointment of Facchinetti as creative director of womenswear came as another boost for the label in today's competitive world of luxurious high fashion.

Although Tod's was a favourite of the late Princess Diana (she adored the gommino flats and her favourite shopper was renamed the D-Bag after her death), the brand's identity didn't bank on femininity. This all changed with Facchinetti, who Della Valle argues "really embodies the Italian woman and the Italian lifestyle of Tod's".