Podcast Summary: What We Wore – Episode 155: Carolina Castiglioni | Live at Capitol
Release Date: April 15, 2025
Host: Laura Vinroot Poole
In Episode 155 of What We Wore, host Laura Vinroot Poole engages in an intimate and comprehensive conversation with Carolina Castiglioni, a notable figure in the fashion industry. This episode delves into Carolina’s rich family heritage in fashion, her personal journey within the family business, the challenges of launching her own brand, and the delicate balance between professional and personal life.
1. Guest Introduction and Background
Laura begins the episode by warmly welcoming Carolina Castiglioni, highlighting her first visit to North Carolina and complimenting her on her beautiful shop.
Quote:
"Thank you all so much for being here this morning... Carolina, we've loved having you."
— Laura Vinroot Poole [00:00]
Carolina introduces herself, sharing her Milanese roots and her multicultural heritage.
Quote:
"I’m from Milano actually... I’m really Milanese."
— Carolina Castiglioni [01:01]
She paints a vivid picture of Milan as a blend of familiarity and international flair, especially vibrant during fashion weeks and art events.
Quote:
"It’s a really nice place... full of art exhibitions and events, concerts."
— Carolina Castiglioni [01:18]
2. Family Legacy in Fashion
The conversation shifts to Carolina’s deep-seated family history in the fashion industry. Carolina recounts her great-grandmother Maria Motta’s establishment of an atelier specializing in made-to-measure fur for Milanese ladies.
Quote:
"My great grandmother had an atelier... Pelliceria Fur."
— Carolina Castiglioni [03:00]
She details how her grandfather expanded the family business by launching Chibi Furs, producing for prestigious brands like Fendi, Louis Vuitton, Prada, Valentino, and more.
Quote:
"They were producing for really everybody from Louis Vuitton, Valentino... and everyone."
— Carolina Castiglioni [03:43]
3. Growing Up in the Family Business
Carolina reminisces about her childhood experiences within the bustling family business. She describes visiting the Chibi Furs office after school, assisting with tasks, and feeling like a mascot draped in fur.
Quote:
"I was helping a lot, like closing envelopes and putting like stamps."
— Carolina Castiglioni [03:58]
Her brother Johnny Giovanni, six years her junior, also joined the business, fostering a close-knit family dynamic.
4. Educational Journey and Joining Marnie
Despite her upbringing in fashion, Carolina pursued artistic endeavors, attending an artistic high school with aspirations in set design for theater and cinema. However, her path took a decisive turn when she enrolled in the fashion business program at Marangoni Milano and chose to join Marnie, the family brand.
Quote:
"I decided to skip the set designer and start the fashion business."
— Carolina Castiglioni [07:55]
She shares that her decision was clear after a year in London interning at Vogue, Harper’s Bazaar, and honing her English skills.
5. Career Progression at Marnie
At Marnie, Carolina’s career blossomed as she took on various roles, starting in the commercial department focusing on Middle and Far East markets. Her experiences included traveling extensively, understanding diverse cultures, and tailoring products to specific customer preferences.
Quote:
"I was traveling a lot and discovering all the different cultures."
— Carolina Castiglioni [09:21]
Transitioning to retail, she served as a buyer for accessories in Europe, adapting collections to suit distinct markets like Paris, London, and Charlotte.
Quote:
"Buying for Paris was completely different from the buying from London."
— Carolina Castiglioni [10:35]
In 2006, Carolina spearheaded Marnie’s eCommerce launch with Yuke’s, pioneering online sales of clothing beyond accessories.
Quote:
"We were the first one with Yuke's launching an E Commerce selling the clothes."
— Carolina Castiglioni [11:13]
6. Lessons Learned and Influences
Carolina emphasizes the importance of maintaining a strong brand identity and following one’s instincts, lessons deeply influenced by her mother’s avant-garde approach to design.
Quote:
"Identity is something really important and you have to follow your thought."
— Carolina Castiglioni [11:53]
She recalls her father’s advice: “use your brain” and “don’t care about people’s critics,” underscoring the balance between intellect and resilience in the fashion industry.
Quote:
"The first one was use your brain. And the second one was don't care about people. Critics."
— Carolina Castiglioni [13:44]
7. Transitioning and Launching Plan C
In 2016, Carolina and her family made the difficult decision to sell the family business, a process fraught with emotional challenges, especially for her mother who had been deeply involved in multiple collections and shops.
Quote:
"We sold in 2013 and then in 2016, hundred percent."
— Carolina Castiglioni [15:09]
Eighteen months after selling the business, Carolina launched her own venture, Plan C, aiming for a more balanced and personal approach to fashion.
Quote:
"Our idea is to start again in our way, a small family business and grow little by little."
— Carolina Castiglioni [16:20]
8. Challenges in the Fashion Industry
Carolina openly discusses the myriad challenges faced by small fashion businesses, particularly in the wake of global events like COVID-19 and the persistent fashion crisis. She highlights issues related to rising raw material costs and the difficulty of competing with larger brands that receive priority from suppliers.
Quote:
"The pricing will grow a lot, and we cannot put the growth of the raising on the products."
— Carolina Castiglioni [19:58]
Maintaining quality and sourcing unique fabrics remains paramount, emphasizing her commitment to Italian craftsmanship.
Quote:
"Everything is made in Italy... quality is super important for me."
— Carolina Castiglioni [20:33]
9. Balancing Business and Family Life
Navigating the demands of running a fashion brand while raising two children presents its own set of challenges. Carolina shares her routine of morning drives to school, engaging conversations with her children, and ensuring quality family time during weekends.
Quote:
"We talk a lot and they ask a lot about my work... every weekend we are together."
— Carolina Castiglioni [25:15]
Her children, currently more interested in sports than fashion, attend an American school in Milan, allowing Carolina to blend her personal and professional lives seamlessly.
10. Personal Insights and Future Aspirations
Reflecting on her brand, Carolina expresses a desire for Plan C to resonate as timeless and versatile, creating pieces that remain beloved beyond seasonal trends.
Quote:
"If you buy one piece from Plan C, I think you will love for next year because it's not seasonal."
— Carolina Castiglioni [12:28]
She also shares the inspiration behind Plan C’s name, symbolizing both her initials and a “third plan” following the legacy of Chibi Furs and Marnie.
Quote:
"Plan C stands for Carolina and Castiglione... and it's a third plan after A and B."
— Carolina Castiglioni [26:25]
Carolina highlights her favorite creation, the Pilian Bianca bag, a collaboration infused with her daughter’s artwork, exemplifying the blend of personal and professional creativity.
Quote:
"It's a bag that we have since the beginning... designed by my daughter."
— Carolina Castiglioni [26:47]
11. Closing Thoughts
In wrapping up, Carolina emphasizes her commitment to creating everyday wearable art that stands out yet remains comfortable and accessible, carving her own niche distinct from her family's illustrious legacy.
Quote:
"I create like pieces that are really for every day and you can buy special where you feel really different and special but very easy to wear every day."
— Carolina Castiglioni [31:02]
Carolina Castiglioni’s journey from a family legacy in fur to establishing her own innovative brand, Plan C, offers invaluable insights into the resilience and creativity required in the ever-evolving fashion industry. Her dedication to quality, personal expression, and maintaining a harmonious balance between work and family life serves as an inspiring narrative for aspiring fashion entrepreneurs.
For more information on Capitol, Laura Vinroot Poole, and future What We Wore guests, follow @shopcapitol and @whatweworepodcast on Instagram.