Clara Massaad
- Creative Editor
- Fashion & Luxury Communication Specialist
My name is Clara Massaad, and I am the founder of The Velluto Edit. I hold a Bachelor’s degree in Fashion Communication and two Master degrees in International Luxury Management, during which I worked on projects in collaboration with brands such as Dior and Laurent-Perrier. Fluent in four languages, I studied the core of fashion and luxury between Milan and Paris.
Based in Milan, I help brands and creatives with strategy and campaigns, but my passion has always been writing. Having worked as a Content Editor Assistant at Switch Magazine before joining the Creative Editing and PR team at Loro Piana, my experience spans fashion journalism, editorial writing, press communication, and creative copywriting for fashion campaigns.
The Velluto Edit was born as the result of a passion I also practice professionally. An insightful curation between a fashion and lifestyle platform, focused on luxury, design, and culture, brought to you through a refined and curated lens.
Velluto?
The name Velluto—the Italian word for velvet—was chosen for what it evokes rather than what it defines: texture, depth, and a quiet sense of luxury. It reflects an approach rooted in refinement, subtlety, and attention to detail. The Velluto Edit is, in essence, a study in that balance—where materials, form, and storytelling come together through a refined narrative.
The Power of Narrative
Storytelling is at the core of the industry. The most influential brands and defining moments all begin with a strong narrative. Who are we without stories to tell?
Real-Time Editorial Curation
Explore in-depth perspectives and exclusive visual narratives shaping contemporary culture worldwide.
Showcasing Creative Excellence Across Fashion and Design
Discover diverse perspectives from both emerging and established creatives and brands across the industry.
Can one be well-travelled without movement, well-read without books, and well-explored without ever crossing cultural borders?