Giulia MarescaTyche Black ↗︎

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I see what is missing.
Then I design it.

I find the gap in a house, and make the thing people come back for: products, stories and businesses that people want and markets value.

For more than twenty years I have been lucky to work across luxury, fashion, music, entertainment and technology: designing new categories for global houses, building a technology company, creating original stories.

About

From product
to story.

I am Italian Brazilian, shaped by Milan and London, and now at home in Switzerland. With Sergio Mottola I am a partner of Tyche.Black, an AI-native strategic design consultancy; this site is my own work.

Fashion is where I learned to see: why people desire one product and walk past another.

I owe that to the houses that let me work inside them: Tod’s, Moncler, Christian Louboutin, AllSaints and Emilio Pucci. Each let me build something of its own inside it, and each taught me something I still use.

The vintage markets, searching for the piece that would spark a collection. The quiet hours alone, drawing until the idea had a shape. The trips to the factories to see a prototype become something a person could buy. Then the shows, the launches in store, and the people gathering, excited to own one of those pieces. That moment is still the one I work for.

The work was never only an object. It began with the identity of a house, what it lacked, and the product and the story that would make people want it again.

Giulia Maresca in a black suit
Giulia MarescaPartner, Tyche.Black

Selected work

Created from within.

Five houses let me in, and each let me build something of its own: the brief, the line, the team. Bags and accessories, made from inside.

Tod’s campaign
01Tod’sLaunched the men’s accessories line
Moncler campaign
02MonclerDesigned the accessories from the early years under Remo Ruffini
Christian Louboutin campaign
03Christian LouboutinBuilt the handbag line into a core category
AllSaints campaign
04AllSaintsBuilt the accessories team and the category
Emilio Pucci campaign
05Emilio PucciDesigned leather goods, footwear and accessories

Storytelling and IP

Fashion is the foundation.
Not the boundary.

Beside the firm’s work, my own creative work moves across five connected territories.

These are cultural and commercial spaces where behaviour is changing—and where new products, stories, experiences and businesses can be created.

01Fashion
02Women
03Wellness
04Longevity
05Entertainment

I develop original ideas and intellectual property designed to move across physical products, entertainment, technology and culture, among them a period series in development.

Writing

Luxury did not lose desire.
It lost distance.

What do people choose when everything is infinite?

When products, content and claims can be made without limit, the logo stops carrying the value. Product, provenance and belonging have to carry it instead. The houses that restore scarcity will separate from those that became expensive retail.

That is the question I keep working on: what makes something worth wanting when anything can be made. An archive that decides what must remain. A generation that needs a reason to join, not another campaign. Wellness becoming a place and a way of living. Stories that matter more as they become cheaper to make.

Now

Everything I learned,
in one place.

Today I give all of it to Tyche.Black.

Every decision there turns on two questions. Sergio reads whether it will pay. I read whether anyone will want it.

I bring what the houses taught me: the brief, the line, the story, and the moment a product becomes something people want.

Contact

For a decision that needs both of us: Tyche.Black. For collaborations, new ventures and original IP: write to me on socials.

Let’s design
what is missing.

Contact Tyche Black ↗︎