Daniela Leonini Redefines Fashion’s Flow

A Retail Innovator at the Crossroads of Fashion and Design

Daniela Leonini’s career has always bridged the worlds of retail, scenography, and customer experience. After studying at École Camondo, she began her journey under François Dautresme, founder of the Compagnie Française de l’Orient et de la Chine (CFOC). Her fascination with fashion took her to the showrooms of Sonia Rykiel, Saint Laurent, and Galliano.
Later, as the operational director of Merci, she helped transform the Parisian concept store into a global destination. Now working as a consultant with her agency Appuntamento  https://www.appuntamento-paris.com/ , Leonini has shaped retail concepts for brands like Sézane and Made.com. After her contributions to the Maison&Objet Academy video platform, Leonini is spearheading the Flow of Fashion experience at Maison&Objet.

Why Call It Flow of Fashion?

“Fashion is fluid,” Leonini explains. “It’s not just about garments—young designers are redefining boundaries. In retail, we need constant movement, creating events that inspire and draw customers back into stores to share ideas, learn, and experience something new.”

Blending Fashion with Lifestyle

“For me, it’s impossible to separate fashion from home design. In real life, it all comes together—lifestyle doesn’t distinguish between a book, a plate, a dress, or a hat. The founding principles of early concept stores like 10 Corso Como, L’Eclaireur, or Merci remain as relevant as ever.”

What’s the Concept Behind the Exhibition?

Maison&Objet wanted an inspiring space for concept stores that mix fashion and homeware—a vibrant, urban showcase with a strong nod to pop culture. “I envisioned it as a FOMO (Fear of Missing Out) location where something exciting is always happening,” Leonini shares. “But personally, I prefer JOMO (Joy of Missing Out). I’m an optimist, and I believe joy elevates everything.”
The immersive and innovative Flow of Fashion is designed to be an experience in itself. Visitors can sit, take photos, and share Instagram moments in a playful, inspiring environment.

How Is the Space Designed?

The exhibition centers around 11 mannequins, each with a distinct personality: an artist, an environmental activist, a yoga instructor, an athlete, and even a concept-store owner. “They all have names—Luc, Pol, Romain… And Iris, who comes to life with artificial intelligence, thanks to Artcare.”

The space features bold architectural staging with primary colors—Klein blue, yellow, and red—alongside checkered patterns and surreal optical illusions. In addition to the clothing and accessories displayed on the mannequins, a curated selection of fashion and homeware objects will be showcased on large tables and throughout the décor.