Antonietta Tari is Italy’s Extraordinary Fashion Icon, Stylist and Designer
Story by Terry Check
Antonietta Tari, known as Lady Tari, is not just a fashion designer; she’s a true artist in the world of haute couture. Managing the Antonio Notaro fashion house, Lady Tari’s approach to fashion is instinctive, creative, and deeply personal. Her collections, a collaboration with Antonio Notaro, which are aimed primarily at ceremonies, evening wear and special occasions, emphasize femininity, sensuality, and elegance. Known for evoking memories and bringing a touch of lightness to each piece, her designs have become cherished treasures in the closets of her clients.
Let’s take a closer look at how Lady Tari designs her collections and brings them to market, as well as the philosophies and processes behind each of her works. Antonietta Tari also models the collections of the Antonio Notaro fashion house.
The Art of Fashion: From Inspiration to Creation
For Lady Tari, fashion is a lifelong passion. From a young age, she absorbed her mother’s impeccable taste and skill with a needle. This grounding sparked an early fascination with fabrics, which has now evolved into her own design philosophy.
“I observe trends but stay true to my visions,” she says. “Fashion is my form of expression; it’s my instinct.” She finds inspiration from the emotions she experiences and translates these feelings into the fabrics she chooses, letting her creativity flow in a way that feels natural and unforced. Each collection is a journey, from fabric selection to the final stitch.
Inspiration and Vision: The process of creating a collection starts long before the first stitch. Antonietta’s creative journey begins with her emotions and the sensory experience of touching and seeing different materials. Her new 2026 Lady Tari collection, for instance, is inspired by the elegance of ceremony – moments that are not only unforgettable but filled with emotion and connection. She aims to evoke these feelings in each piece, creating an atmosphere of charm, elegance, and timeless grace.
Research and Trends: Although she doesn’t strictly follow trends, Lady Tari remains observant of what’s happening in the industry. “I don’t ignore trends,” she explains, “but I interpret them in my way.” This allows her to keep her designs fresh and relevant while staying true to her unique vision. She immerses herself in visual research, collecting references, and gaining inspiration from art, architecture, and the world around her.
Conceptualizing the Collection: Once inspiration has struck, Lady Tari begins to envision what the collection will look like. For her, each collection is a cohesive story, where every piece complements the others. The process starts with sketching out preliminary designs that encapsulate the feel and message of the collection. For the 2026 line, she envisioned pieces that would exude femininity and lightness while maintaining an air of timeless elegance.
Craftsmanship and Detail: Bringing the Design to Life
After the conceptual stage, Lady Tari moves into the actual production process, which she describes as one of the most rewarding aspects of her work. “The process of transforming ideas into tangible designs is an art,” she says. “I work with fabrics, and I let them guide me.”
Selecting the Fabrics: Fabric selection is a crucial step in the design process. Lady Tari’s ceremonial collections often feature luxurious, high-quality materials such as silk, chiffon, and lace, chosen for their ability to drape beautifully and convey an ethereal quality. Each fabric has its personality, and Lady Tari carefully assesses which ones best align with the collection’s overall mood.
Prototyping and Pattern Making: Once the fabric is chosen, Lady Tari begins creating prototypes. This involves making preliminary versions of each design to evaluate the fit, silhouette, and overall look. She works closely with her pattern makers, who translate her sketches into precise measurements. This step requires meticulous attention to detail, ensuring that each piece maintains the original vision while achieving perfect craftsmanship.
Sewing and Finishing: After perfecting the patterns, Lady Tari oversees the sewing and finishing of each garment. This is where her mother’s influence and her own talent come together. Each piece is carefully assembled, ensuring that the garment is both beautiful and durable. The finishing touches, like hand-sewn hems and embroidered accents, add the final layer of elegance that defines Lady Tari’s style.
From Concept to Catwalk: Marketing a Fashion Collection
Creating a collection is only half the journey; the other half is bringing it to market. As the manager of the Antonio Notaro fashion house, Lady Tari understands the importance of strategic marketing to ensure her creations reach the right audience.
Setting a Target Audience: The first step in marketing a collection is understanding who it’s for. Lady Tari’s pieces are aimed at ceremonies and special occasions, appealing to clients looking for elegance and sophistication. This target audience values timeless style and appreciates the craftsmanship that goes into each garment.
Building the Brand Narrative: A strong narrative helps distinguish a collection from others in the market. For Lady Tari, this narrative centers on the themes of femininity, sensuality, and timeless elegance. She wants her clients to feel beautiful, light, and memorable when they wear her pieces. By incorporating these themes into her marketing materials, from photoshoots to social media campaigns, she creates a consistent brand image that resonates with her audience.
Creating a Collection Launch Strategy: Timing is crucial when launching a collection. Lady Tari often aligns her launches with major fashion events, maximizing exposure and making the most impact. For her 2026 collection, she plans to unveil the line at the beginning of 2025, ensuring that the designs are fresh in clients’ minds as they plan for the year ahead. This strategy creates anticipation and builds excitement among her clientele.
Embracing Social Media and In-Person Events
In today’s digital age, social media plays a significant role in promoting a fashion brand. Lady Tari leverages platforms like Instagram to showcase her work, share glimpses behind the scenes, and connect directly with her followers.
Leveraging Social Media Platforms: Instagram, Pinterest, and TikTok are all powerful tools for fashion marketing. Lady Tari uses these platforms to post photos of her latest designs, share videos of the creation process, and interact with her followers. This digital presence allows her to reach a wider audience, many of whom may not have access to her designs otherwise. By providing insight into her creative process, she builds a deeper connection with her audience, who come to see her not only as a designer but as a creator with a unique vision.
Fashion Shows and Trunk Shows: While social media provides widespread reach, in-person events like fashion shows and trunk shows offer clients a more intimate look at the collection. Lady Tari’s presentations are known for their elegance and theatricality, often held in stunning venues that reflect the collection’s spirit. These shows allow potential clients and buyers to see the pieces up close and experience the craftsmanship firsthand.
The Legacy of Antonietta Tari: Creating Moments of Elegance
For Lady Tari and Antonio Notaro, success isn’t about creating the latest trend; it’s about crafting pieces that become part of their clients’ most cherished memories. Their dedication to quality, combined with the instinctual approach to design, has made them a beloved figure in the world of high fashion.
As she prepares to unveil her 2026 collection, Lady Tari remains committed to her artistic vision, creating pieces that resonate with emotion and beauty. Each dress, gown, and accessory tell a story, offering a window into her world – a world where fashion is a celebration of femininity, elegance, and timeless grace.
Whether it’s the smile of a bride on her wedding day or the sparkle in the eye of a woman celebrating a special occasion, Lady Tari’s designs are meant to be worn, cherished, and remembered. For her clients, wearing a Lady Tari creation isn’t just a fashion choice; it’s an experience. Masquerade Magazine wishes to thank Antonietta Tari and Antonio Notaro for the photography, and a special thanks to Antonietta for modeling these extraordinary fashions.
