About The Designer

Annie Firmi is an Italian-American designer whose journey from a sun-drenched California childhood to the world of high fashion is nothing short of inspiring. A creative with a relentless drive, Annie began her career in the corporate design world but always carried a deep-seated passion for independent, hands-on creation. Her story is one of determination, innovation, and an unshakable belief in the power of design.

From a young age, Annie’s path was clear. At just 12 years old, she declared her destiny as a designer and pursued it with unwavering dedication. Her love affair with fashion began with vintage and second-hand clothing, which she would deconstruct and reconstruct to understand the intricacies of garment construction. This self-taught approach soon evolved as she started taking sewing lessons from a kind, elderly tailor—a woman whose patience and skill left an indelible mark on Annie’s early development as a designer.

After earning her BA in Fashion Design from UC Davis, Annie moved to Los Angeles to immerse herself in the industry. A short drive from her hometown of Encinitas, a sleepy coastal enclave in North County San Diego, Los Angeles offered a stark contrast to the relaxed beach culture she grew up around. While peers were drawn to surfboards and sandy shores, Annie found herself captivated by the pages of high-fashion editorials, tearing out images and sketching designs inspired by couture runways.

Building a Foundation in Fashion

Annie’s first professional steps in fashion were in the industrial district of Los Angeles, where she worked as an assistant designer for small brands and wholesale companies. These early roles taught her valuable lessons about the commercial realities of the industry. She quickly realized that brands with broad appeal and timeless designs were the ones that weathered economic challenges and endured in the competitive landscape of fashion.

Over the next eight years, Annie honed her skills, working for larger corporate companies and designing a diverse range of products, from apparel and footwear to lingerie and loungewear. Her expertise wasn’t limited to the creative side; she excelled in technical design, particularly in refining fit and enhancing the quality of the garments she developed. This period was instrumental in preparing her for the multifaceted demands of running her own brand.

In addition to her design work, Annie gained invaluable experience in areas that extended beyond creativity, including digital marketing, e-commerce management, and website optimization. These skills became crucial as she transitioned into the role of a founder, equipping her to navigate the complexities of launching and sustaining a brand in an increasingly digital world.

The Birth of Serpenti

The turning point came at the beginning of the pandemic. With the world confined to their homes, the rise of e-commerce created an unprecedented opportunity for emerging brands, and Serpenti was born. Annie poured her creativity and business acumen into building the brand from the ground up. Within its first year, Serpenti caught the attention of major retailers like Dolls Kill and Urban Outfitters, propelling the brand to a wider audience and providing essential funding for growth.

Serpenti’s rapid ascent wasn’t just about its products—it was a testament to Annie’s vision and ability to adapt. Collaborations with influential creators, celebrities, and retailers further cemented Serpenti’s place in the fashion industry, transforming it from a fledgling concept into a recognized name.

Looking Ahead

Today, Serpenti continues to thrive, embodying the values and aesthetic that Annie has cultivated throughout her journey. Her love of vintage influences and her commitment to quality craftsmanship remain at the heart of every collection. Each piece tells a story, blending timeless elegance with contemporary appeal—a reflection of Annie’s belief that fashion should be both meaningful and enduring.

Annie’s journey is a testament to the power of passion, persistence, and adaptability. From her early days of experimenting with second-hand garments to leading a brand that collaborates with global retailers and creatives, Annie has built a legacy rooted in authenticity and artistry.

A Note of Gratitude

Thank you for taking the time to learn more about our founder and the story behind Serpenti. Annie’s journey serves as a reminder that great things are built with dedication and heart—and we’re honored to have you as part of this story.

With gratitude,

The Serpenti Team