THE ART OF REINVENTION

Reinvention is a risky business, especially when it comes to Braun Büffel. As a leather goods and accessories brand, who for more than a century pioneered collections of classic elegance, changing that DNA into something else sounds nearly impossible to do. Loyal customers, for example, might not react suitably to the change. Yet styles have transformed drastically over the years, trends have shifted and customer behavior have changed. So while there are a lot of high stakes placed on the table, at the end of the day, a change is definitely needed for a brand to pull through, especially in this day and age where everything moves so fast.

Meet Fabio Panzeri, Braun Büffel’s creative director, who understand what customers wants today. Originally aspired to be a comic designer, the Italian designer joined the German house in June 2017, bringing it extensive experience designing leather goods for major luxury fashion houses before, including Prada, Helmut Lang, Etro, Dolce & Gabbana and Calvin Klein. So seeing that Braun Büffel is a leather house, his appointment sounds