Rome, September 2025

From September 9 to October 6, 2025, Pescheria Mon Amour, the independent brand that has captivated a loyal community with its romantic and ironic vision, will make its first physical appearance inside Rinascente.

This marks an important step, solidifying the brand's debut in the world of experiential retail, under the banner of creativity and emotional engagement.

The origins of Pescheria Mon Amour

Pescheria Mon Amour was born within SM-ART Studio, a creative network and branding agency specializing in fashion, founded by Francesco Rasola.

The agency aims to build new creative hubs in the fashion sector, moving beyond the traditional logic of major cities like Milan, Rome, or Florence. Its operational headquarters are in Barletta, Puglia – a strategic choice that reflects a new way of thinking.

SM-ART Studio stands out for its inclusive vision:

• offering space for new ideas,

• supporting young talents through various processes,

• guiding product creation, communication, community building, and brand consolidation.

In a sector often perceived as elitist or inaccessible, the agency acts as a concrete bridge between creative ideas and their entrepreneurial realization.

Pescheria Mon Amour represents a concrete example of independent fashion supported by an entrepreneurial vision, which is already making an impact in terms of market and community.

Tee Party & Fisherman's House

Concurrently, the brand will be present in three Rinascente stores – Roma Tritone, Turin, Cagliari – as part of the special project “TEE PARTY”, an exclusive selection dedicated to the most iconic and narrative t-shirt brands in the contemporary fashion landscape.

The pop-up comes to life as the “Fisherman's House”, a small emotional, sensory, and narrative haven.

It's not just a sales space, but an imaginary place where customers can connect with the poetic figure of those who "fish for tees" and discover firsthand the philosophy behind each collection.

Thanks to the vision of creative director Costantino Lionetti, the space blends maritime aesthetics and romantic storytelling, aiming to bring the brand's universe to life in all its authenticity – through design, rituals, and forgotten small gestures.

Experiential activations

Two special experiences designed to engage the public and make them an integral part of the Pescheria Mon Amour world:

1. Message in a Bottle

An invitation to write a thought, a love phrase, or a memory.
Customers can place it in a bottle and send it to a loved one (via mail or digitally), as was done in the past, with slowness and poetry.
A lost gesture to rediscover.

2. Romantic Fishing

Visitors to the space can fish for a bottle containing a romantic phrase, to take with them as a gift.
A small poetic object to remember, share, or post as part of their encounter with Pescheria Mon Amour.

A narrative project come true

Born and raised online, Pescheria Mon Amour has always been a narrative as well as a fashion project.

But for a long time, customers and partners had been asking the brand to also show itself "live."
A request that became a creative challenge and an opportunity to become known more deeply.

“This presence in Rinascente is a double turning point for us: a creative and logistical challenge, but also a great opportunity to invite the public into our world. To touch our products, experience our stories, and see the quality of what we do up close. It was the right time.”
— Pescheria Mon Amour Team

Useful info

📍 Where to find us from September 9 to October 6, 2025

• Rinascente Rome – Tee Party + Pop-up "Casa del Pescatore" (Via del Tritone, 61 – 00187 Rome)

• Rinascente Turin (Via Giuseppe Luigi Lagrange, 15 – 10100 Turin)

• Rinascente Cagliari (Via Roma, 143 – 09124 Cagliari)

📧 Press contacts: martina@sm-artstudio.it

Who is Pescheria Mon Amour

Pescheria Mon Amour is an independent Italian brand born online, combining fashion, storytelling, and poetic-maritime aesthetics.

Known for its graphic t-shirts capable of conveying emotions, memories, and small dreams, the brand has become a community before a label.

Its garments are love letters sent by hand.
Today, for the first time, they also become places to traverse.

Who is SM-ART Studio

SM-ART Studio is a branding agency and creative collective founded in 2018 by Francesco Rasola, based in Barletta.

Specializing in digital marketing, e-commerce, and fashion consulting projects, it connects young talents and professionals, generating new models of cultural and economic development in the fashion world.

From creative concept to go-to-market, the agency supports emerging projects in their transformation into true brands.