Sonia Giovannini

Seeking VM Freelance Job Opportunities

Hello! My name is Sonia I am a Visual Merchandising specialist, having worked for over 8 years in the luxury fashion industry.  ​Throughout my career, I have had the great pleasure to have worked under the leadership of talented teams in Valentino, Stella McCartney, and most recently, Burberry.  ​My journey started working under regional teams and eventually expanded to global and head office work.  ​I have gained experience and knowledge on all aspects of VM; having led store changes from start to finish, created guidelines, and managed any installations of window set-ups, pop-ups and store openings.  ​I have had the great honour of working alongside talented directors and have been nurtured by even greater managers who have led me to my success in this industry.

Previous Brands
Stella McCartney
Work Experience
Central VM & Display Tools Coordinator
Feb ‘22 -

Senior Visual Merchandiser - EMEA
Mar ‘21 - Apr ‘22
Stella McCartney

Visual Merchandiser Europe
Aug ‘20 - Mar ‘21
Stella McCartney

Visual Merchandiser - Italy, Spain, North Europe and Middle East at Stella McCartney
Aug ‘19 - Aug ‘20
Stella McCartney

Visual Merchandiser - Italy, Spain and North Europe
Feb ‘19 - Aug ‘19
Stella McCartney

UK Visual Merchandiser
Jul ‘17 - Jan ‘19

As regional visual merchandiser, I supervised all wholesale and retail points of sale in the UK, executing both long-term installations and pop-ups. Supporting the UK Visual Merchandising Manager, and collaborating with other departments, we worked upon implementing the strongest product displays to maximise sales. Product placement is considered through vital market research, analysing current market trends and customer feedback.

Junior City Visual Assistant
Feb ‘16 - Jul ‘17

Visual Merchandising Intern
Aug ‘15 - Feb ‘16

The 6-month long internship served as a training programme, which ultimately served to expose me to a number of different tasks and challenges to overcome: - Finding a balance between creative and commercial understanding. - Maintaining a flexible schedule, in accordance to working long hours and tight deadlines. - Showing awareness of trends: fashion, consumer lifestyle, seasonal, economic, political and social. - Liaising with the buying team, store managers and other visual merchandisers, setting the overall retail standards for all relevant stores. - Overall ensure that all stores are replenished with the correct product and kept tidy and presentable, maintaining a consistent Valentino image across all sale points, respecting the company's visual standards and guidelines.

Retail Experience
Retail Category
High-end luxury
Work Environment
Department store
Flagship store
Travel retail
Shopping centre
Product Category
Leather goods
Watches & Jewelry
Product demos
Stockroom management
Delivery processing
Stock control
Ashford Laud
Worked in the same group - , Burberry
Feb 2022 -

Sonia is an amazing person to work with. She always pushes to work to the best standard and with a positive attitude. Even when working on several tasks or projects she maintained a positive attitude and high standard. She is an asset to any team.

Elena Ugazio
Direct manager - , Burberry
Feb 2022 -

Sonia is organised, detail oriented and capable to deliver projects end to end. She is dependable and is able to establish good relationships with her peers.

Giulia Selvi
Worked in the same group - VM Assistant, Stella McCartney
Mar 2021 - Apr 2022

I had the pleasure to work with Sonia at Stella McCartney for a few months in 2021. Sonia is a very hard working professional with a strong VM knowledge, gained during her career in some of the most important luxury brands in the market. I highly recommend working Sonia as she is a valuable asset both as a freelancer or employ.

English - Native
Italian - Native
Portuguese - Basic
Spanish - Work Proficiency
Education & Training
London College of Fashion, University of the Arts London
Online Short Course
Regent's University London
‘11 - ‘15
Bachelor of Arts (BA)
American School of the Hague
‘07 - ‘11
International Baccalaureate