Behind every fashion product, collection, or storefront, there’s an ambitious designer, buyer, merchandise planner, wholesale or e-commerce manager who has spent years arming themselves with a unique set of skills. And for every one of these fashion industry experts, there’s an inspiring career journey.
In Style Arcade’s Fashion Career Series, we leverage our passionate network to go beneath the glamour of fashion’s most sought-after roles—and take a seat with the people whose hard work and dedication are shaping the future of retail.
Meet Valentina Gioia Coppola, Design Director at Shona Joy, the Australian designer label known for its signature resortwear, tailoring, and ethereal bridal collections. With extensive experience from some of the world’s most well-known brands, Valentina reveals her creative process, key industry skills for emerging designers, and how she helps her team keep creative burnout at bay.
Can you walk us through your career journey to become Design Director at Shona Joy?
My career began in Milan, my country of origin, where I was fortunate enough to work with some of the most prestigious fashion houses. Upon completion of my studies, I had the privilege of collaborating with iconic figures including Domenico Dolce and Stefano Gabbana, Donatella Versace, and Alberta Ferretti. This was my foundation and where I learned the art of textiles and yarns from the finest mills, absorbed the craftsmanship of the best couturiers and patternmakers, and discovered that in fashion, nothing is impossible. Each designer’s vision could be brought to life and that belief became the driving force of my career. For 11 years, this world was my home before I made the bold move to Australia.
Upon arrival, I was fortunate enough to be sponsored by Kit Willow and spent the next 13 years working with various brands, refining my approach and expanding my expertise. After my tenure as Creative Director at Lover, I joined Shona Joy in 2019, bringing with me a deep understanding of elevated product design, attention to detail, and extensive knowledge of fabrications and techniques.
How has your role as a designer evolved along with the changing industry?
Over the years, I’ve learned that design is never static—it evolves with every brand, every collection, and every market. One of the most exciting aspects of my journey has been immersing myself in the history of each brand, understanding its DNA, and curating the perfect wardrobe for its muse.
My international experience provided me the ability to observe and analyse global market needs, while Australia introduced me to a visionary approach to fashion. Working closely with a roster of global suppliers has been equally inspiring and challenging, stretching my creativity as I’ve had to rely on the craftsmanship of exceptional manufacturers while navigating longer lead times and the absence of immediate turnaround.
Working with these boutique Australian brands has deepened my appreciation for the design process. I’ve fallen in love with each garment, from its conception to its final form. As Shona Joy expands internationally, I’m thrilled to contribute to this new chapter—reconnecting with markets I’ve worked in before and embracing the exciting challenges ahead.
Fashion is an evolving canvas, and my journey continues to be a dynamic interplay between artistic innovation and the pursuit of timeless design.
Tell us about your creative process; where do you begin when approaching a new collection?
Each collection begins with curiosity—a dive into the evolving landscape of fashion. I start by analysing market trends, drawing on insights from the global market to define an overarching direction. While research informs my perspective, it does not dictate the creative process. Before dreaming up our muse—where she is going, what she desires, and how she wants to feel— I believe it is essential to understand the industry's pulse.
From here, the design journey takes shape. I create a mood board— the visual symphony where colour and print direction begin to form.
Inspiration can come from anywhere: the rusting curves of a vintage car, the delicate patina of an old garment, the abstract strokes of a modern painting, the weathered texture of a stone wall, or the fleeting hues of a blooming floral.
Sometimes, it’s simply an idea that lingers in my mind, waiting to be unravelled. This stage is one of the most exhilarating moments in the process—where scattered inspirations merge into a collage of emotions and visuals. Eventually, these ideas find their way into fabric, prints, and are transformed into silhouette. For me, a collection is not just about clothing, it’s about translating emotions and experiences into something wearable, tangible, and deeply felt.
How do you collaborate with merchandising and buying teams to create a range that’s aligned with business goals?
Collaborating with the buying and merchandising teams is essential to forming a strategic vision before we begin creation. Our teams provide insight into key markets and provide us with valuable, detailed reporting that helps shape our design direction and overall approach.
Additionally, our D2C business serves us with real-time feedback, offering immediate insight into sales performance and customer preferences. This constant stream of data allows us to track the lifecycle of each piece, analyse buying behaviours, and anticipate emerging trends with precision.
What role does customer feedback play in refining your designs?
Customer feedback is at the heart of our design process—it is not just valuable but crucial to our success. Our customers are the reason we create, and their insights allow us to refine every detail, from fabric selection to fit and longevity. We are deeply committed to ensuring that our fabrics are long-lasting and responsibly sourced and that each piece is designed to remain a cherished staple in their wardrobe.
We love that our customers are in constant communication with us, sharing how each garment fits and feels. This ongoing dialogue helps us fine-tune proportions, enhance comfort, and ensure that every piece we create not only meets but exceeds their expectations.
How would you describe your management style as a design director — what works for you and your team?
As a leader, my approach has always been centered on honest and respectful communication, ensuring that every team member feels heard, valued, and inspired. Collaboration is the foundation of what we do and I also believe that work-life balance is key.
Overtime should never be the norm because when people have fulfilling lives outside of work, they bring happiness, energy, and productivity into the workplace. A positive and balanced environment naturally fuels creativity and innovation.
A happy team is a creative team, and fostering a space where everyone feels appreciated, challenged, and inspired is where great design happens. My role is not just about guiding the creative process—it’s about empowering a team to thrive, evolve, and create work that we are all proud of.
How do you manage creative burnout in a fast-paced fashion cycle?
Creativity thrives in balance—it cannot be forced, rushed, or extracted without care.
While speed is inherent to our industry, creativity requires space to pause, reflect, and let ideas unfold organically. Managing this energy is as important as managing the process itself.
By curating an environment that values inspiration as much as execution, we ensure that our designs continue to tell compelling stories without compromising the well-being of those who create them.
What skills do you think are essential for the next generation of fashion design?
Fashion is evolving rapidly, but some fundamental skills risk being overlooked. While emerging designers bring creativity and digital fluency, technical craftsmanship—pattern-making, garment construction, and textile knowledge—is often underdeveloped. Without these, great ideas remain just these - concepts. In a world of seemingly instant success, true mastery requires years of refinement. The greatest designers built their legacies through meticulous attention to detail and innovation beyond fleeting trends. To truly lead the future, young designers must embrace both innovation and tradition, crafting not just fashion, but a legacy.
What are the biggest trends you think will influence fashion in the next few years?
Fashion is entering a transformative phase where sustainability, craftsmanship, and individuality will take centre stage. One of the most significant shifts will be the move toward true circular fashion, where upcycling, biodegradable textiles, and zero-waste production become industry standards.
Consumers are investing in understated, high-quality craftsmanship—pieces that are versatile, well-made, and built to last. Elevated basics, refined tailoring, and a return to sophisticated minimalism will define this era, making fashion less about excessive consumption and more about thoughtful curation.
However, while minimalism thrives, the opposite movement is just as strong. Maximalism and personal expression is making waves, with vibrant colours, exaggerated silhouettes, and eclectic styling a celebration of individuality.
Additionally, gender fluidity and inclusivity are reshaping the industry. More brands are embracing fluid silhouettes, adaptive fashion, and diverse representation, creating pieces that cater to all body types and identities.
And finally, what’s inspiring you right now?
Inspiration comes from everywhere, but right now I am in love with Italian marble, interior design and architecture – this is often a big influence.
