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A Day In The Life: Noona Smith-Petersen, Milan’s Doyenne of Public Relations


10 a.m.

I went to see Tommaso Aquilano and Roberto Rimondi [co-designers for Gianfranco Ferré; and Aquilano.Rimondi] at their showroom. We had a long talk about how to move forward now that they have become such credible, respected, and established names in the industry.

1 p.m.

I took a quick break for myself and, at the same time, managed to get Vanessa Friedman from the Financial Times to meet Tommaso and Roberto and to look at their collection.

4 p.m.

I got home and was starving! No time to eat. I grabbed a quick snack while hanging out with the kids and then took off to the Hotel Grand et de Milan, where I met up with Tim Blanks from

6:30 p.m.

Tommaso and Roberto joined us there for a drink, and then we went to the Extreme Beauty in Vogue exhibition—taking place at the Palazzo della Ragione, which was specifically redesigned for the occasion—co-hosted by Anna Wintour, Franca Sozzani, Domenico Dolce, Stefano Gabbana, and the mayor of Milan, Letizia Moratti, who even kissed me! It was an incredibly beautiful photo exhibit with images taken from 75 years of American Vogue, with exhibit design by the phenomenal and world-renowned art director Jean Nouvel. Behind it all, there was also my dear friend Gabriella Forte, the most talented, professional, experienced, and strong woman I know in the industry.

7 p.m.

The red carpet was as star-striking as the Oscars, from Scarlett Johansson, Lauren Hutton, Kate Hudson, Naomi Watts, and Freida Pinto to legendary top models Claudia Schiffer and Eva Herzigova.

7:30 p.m.

I introduced Tommaso and Roberto to some of the guests, including Francisco Costa and Sergio and Luisa Loro Piana. Franca Sozzani and Anna Wintour congratulated Tommaso and Roberto on their show!

9 p.m.

On the way out I had the pleasure of meeting Princess Mette-Marit of Norway.

9:30 p.m.

Went for dinner with Francisco Costa and Giovanni Bianco to Da Giacomo, where we bumped into Lapo Elkann and his girlfriend, Bianca Brandolini d’Adda, and her sister Coco.

11:30 p.m.

Afterwards ran straight home and snuck into bed with my kids. I’m trying to get some rest before leaving for Tokyo on Sunday with the Zegna family and Peter Marino. Ciao!

Photo: Courtesy of Noona Smith-Petersen

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