For Paolo Pecora, the Italian entrepreneur, stylist and founder of Paolo Pecora Milano, family business isn’t simply limited to the company’s social responsibility towards its workers, institutions, community, environment, investors, clients, partners, and stockists. Rather, family business additionally needs to be understood in its widest sense, which intimately ties a strong sense of self-belief with the ethical imperative to strive for flawless excellence. Since 2005, perfection and constant evolution have been at the very heart of Mr Pecora’s moral compass. These values have transformed an emerging knitwear brand, famous for its wearability and attention to detail, into a leading international fashion house in constant growth. In only nine years, the brand rapidly became a role model for the fashion industry, becoming a synonym for culture, experience, and quality of its textiles and manufacturing. Paolo Pecora Milano -now managed by Mr Pecora alongside his two children, Filippo and Carolina – is committed to a strong communications strategy, that is built on a clearly defined identity. The identity which conveys the company’s fresh and contemporary values. Such values are reflected in all areas of the business; from its commercial campaigns to its strong online and digital presence, passing by the production of highly curated photographic material.