Luca Boiocchi born in Sardinia but adopted by Milan , always busy, spends his time between presentations, organization of events and working in a showroom. He has been working in the world of fashion for years and starting from his first job, in this sector, as a shop assistant, now he collaborates with a lot of fashion magazines as a stylist and nowadays, he cures some clients' personal style, affirming himself as one of the most creative personal stylist in the world.
He's really active and he does a lot of things during the whole day. He only has few moments of leisure time for his private life. His mind and his creativity are always moving, even when he goes back home really late, from work, he reads magazines, books and publications about fashion, media, marketing and packaging.
He's always full of ideas, that make him indispensable and really requested by the people he works with and his clients.

HIS BEGINNING IN SARDINIA : PARTYING AND CLUBBING
Luca Boiocchi was born in Sardinia and he's living at Oristano.
At the age of sixteen he starts being a PR for some clubs. Eighteen and still a PR, he decides to rent the big room where he was playing volleyball, with audio service and bodyguards, to organize his real first party.
This event made people talk about him, that a lot of clubs, for some of these he was art-director, called him.
Like yesterday, now Luca is studying every little part of any of his ideas for his parties. He's always really careful about his musical choice and the djs always follow his innovative proposals: house music with medieval choirs in the background, or live house with sax and singer… He's even careful about details, like the heating of the space: usually in a club, the more you're hot and you sweat, the more you'll have fun.
In this period, Luca, already passionate about design and fashion, decides to go to Milan .

... AND THEN MILAN
Finally, in the capital of fashion and with no experiences in this sector , Luca starts his career as a shop assistant. Little by little, thanks to his amazing skills and his strong ambition, he started to find out what was behind the meaning of fashion, day by day, being really close with lots of clients and with great ability, having many experiences in the shop context, he became the person in charge of the man department and later of the woman one.
Luca Boiocchi has always been very passionate about his work looking after the shop style and so of the clothes' arrangement and of the inside and outside shop windows.
At the same time he finds out that his creativity, with the search of new shocking elements, are creating in his mind new ideas for the realization of unusual shop windows.
And now he understands, after having some experiences in other shops, that is time, for him, to start a career as a window dresser.

HIS PASSION FOR FASHION
Luca's passion for fashion comes out when he was really young, when he started to read his first fashion magazine, Vogue.
Till then Luca never stopped being informed about the fashion's news.
At the same time he decides to study the look of some famous singers, who liked dressing in an unusual way.
Luca noticed from the beginning, that the singer's look is the main thing used to communicate his style, his musical genre and his way of being.
<< It's important to say that nothing like your style of wearing clothes, becomes your own “passport”, especially if you are in a new place.>>
His interest that started by reading magazines, is now transformed in practice.
Luca recently, is very passionate about researched fashion, a fashion that needs to be studied,
elaborated at marketing level, and advertised in the greatest shops, before coming out.
He also plays an important role in the fashion shows' organization and backstage coordination, and he's an expert of fashion consultation.
All these works are possible for him, thanks to his intense life in the fashion system.

BE A COOL HUNTER
He looks in a global way at the collective imaginary: is the cool hunter the new guru of trend.
Camera, will of travel, deep observation and great intuition, with creativity , smell and freedom.
These are the elements you need to be a good cool hunter, the trends' molester in the young culture, from everything that's cool, to the most popular shows.
Like every cool hunter, Luca is able to find out everything that is new and spontaneous in the daily life, looking around streets and clubs, starting with the trendy ones to the weird ones, collecting flyers and shows and exhibitions' programs, visiting markets, art galleries, shops and discovering new gadgets which will become new objects of cult. So going around the strategic places of a city and observing the style changes , the cool hunter understands the atmospheres and the emergent tastes.
Luca explains what a good cool hunter must have:<< It's important to have a massive part of intuition and some knowledge of languages and then a strong background in the fashion, marketing and design sectors.>>.
This job is not so simple, mostly because it needs a great ability to observe everything that people can't see, stopping on a superficial aesthetics of things, without understanding the real meaning.
One day, Luca Boiocchi, after having watched a film, with Richard Gere as the protagonist, he observed with great attention that the actor wore an old watch of the year 1978, so Luca thought that this accessory was really trash and he tried to re-examine it in a modern way, and finally make it worn by the most important managers, dressed in Armani or Gucci.