Prada Group has appointed Silvia Onofri as the new CEO of its Miu Miu brand, effective this month.

She succeeds Benedetta Petruzzo, who left in September last year to join Christian Dior Couture as MD.

Onofri is described as bringing extensive experience in the luxury sector, having most recently served as president of the outerwear brand Napapijri.

Before that, she spent 15 years at the Swiss footwear brand Bally and launched her career at Bulgari in Rome.

Prada CEO Andrea Guerra said Miu Miu’s brand strategy for this year will focus on continuous market analysis and internal competition. In addition, the brand plans to “add degrees of masochism: analysing whatever weak signals come from the market, competing with ourselves even more”.