VF Corp Appoints Former Yoox Executive as President to Lead Napapijri Transformation

Napapijri reinvents its top management. In the midst of the restructuring of VF Corporation, the group’s U.S. parent company, the Italian outdoor fashion brand has appointed Valentina Visconti Prasca as its new global president. The replacement follows the departure of Silvia Onofri, who left in February to join Miu Miu as CEO.

Visconti Prasca’s appointment is part of the new roadmap outlined by Bracken Darrell, president and CEO of VF Corp since August 2023. Since his arrival, Darrell has driven a profound transformation of the Denver-based parent: cost cuts, structure adjustments, leadership turnover and the sale of Supreme to EssilorLuxottica for $1.5 billion to clean up the balance sheet.

In this context of global repositioning, Napapijri, which was acquired by VF Corp in 2004, is starting a new chapter with an Italian manager at the helm. Visconti Prasca arrives with an established track record in digital transformation, strategic marketing and sustainability, key elements for the brand’s future.

Until now, the executive held the position of global general manager of Yoox in the Yoox Net-a-Porter (Ynap) group, where she was also a member of the executive committee. There she led the commercial and omni-channel strategy, as well as the development of Infinity Strategy, the company’s ambitious sustainability program focused on circularity. Previously, he worked at companies such as De Agostini, Veepee Group and eBay, and began his career in strategy consulting at Bain & Company.

Napapijri brings in a new brand president from Yoox

“Napapijri is an authentic, design-led brand that combines history and innovation,“ said the executive celebrating her appointment. The appointment coincides with a moment of aesthetic redefinition for Napapijri, which in 2023 appointed for the first time in its history a global creative director, British Christopher Raeburn, known for his sustainable approach based on reuse and recycling.

Founded in Aosta (Italy) in 1987 as a manufacturer of travel bags in waxed cotton, Napapijri has evolved into a premium lifestyle concept with an urban and mountain aesthetic. Today it offers men’s, women’s and children’s fashion collections, as well as footwear and accessories.

Despite its Italian origins, Napapijri operates within one of the most complex structures in the industry. VF Corp, which also owns The North Face, Vans, Timberland and Dickies, is going through a delicate moment. In the fourth quarter of fiscal 2025, the conglomerate posted sales of $2.14 billion, 5% less than in the same period of the previous year. The need to redefine the positioning of its brands and ensure their international relevance has forced it to accelerate leadership changes and prioritize strategic investments.

In a context where the outdoor market has become one of the poles of attraction for fashion investment, driven by the convergence between technical and lifestyle, the brand now faces the challenge of scaling up without losing its essence.