The Heroine’s Journey of Giovanna Vitacca

What is the best thing that I love about my work? Being in touch with people. Comparison and sharing are essential to me. It is always a source of human and intellectual enrichment.

What is my idea of perfect happiness? Finding a balance between private and professional life, with the awareness of doing my best on both sides.

What is my greatest fear? Getting old alone and without the possibility of cultivating my passions.

What is the trait that I most deplore in myself? I often pay more attention to instinct than to reason. 90% of the time I do well because it was the right choice for me, but in some moments it would be better to be less impulsive and more rational.

Which living persons in my profession do I most admire? I don’t’ admire any particular colleague; in Italy the Image Consultant profession is relatively young, not an established figure. There is no mentor to refer to. I admire some colleagues who, like me, face it with seriousness and competence, with strong skills and expertise. And above all, they promote this job to the public who does not yet know it and does not perceive its value.

What is my greatest extravagance? I am nonconformist by nature. Paradoxically, today my extravagance is to have the determination to affirm my ideas and values. In a world where everyone tends to follow the flock, I am always the black sheep, the voice out of the chorus. I do not care to generate consensus if it has to go against my principles.
Often my choice is seen as a threat. It is easier to say yes than to say no

On what occasion would I lie? Sometimes I have to say little ‘white’ lies to my children, but only to protect them or distract them from something I think inappropriate for them.

What is the thing that I dislike the most in my work? In work and in general in life I do not tolerate false people without a sense of duty.

When and where was I the happiest, in my work? I’m happy every time I have the opportunity to do it, anywhere. Whether it is services to individuals or projects taken over by companies. In these moments I feel alive and full of energy.

If I could, what would I change about myself? Sometimes I would like to be less manic, less stressed by the anxiety of doing things in an excellent way. This features requires a great loss of energy and often makes me be uncompromising, first of all with myself and then with others. It leads me to never be relaxed and to lose small beautiful moments of life because I am always projected towards tomorrow with the risk of ignoring today.

What is my greatest achievement in work? Being able to reinvent myself at the age of 40. Having undertaken a new professional path starting from my passions and talents. Do today what I have always wanted.

Where would I most like to live? Nowhere else…I love Milan, I am a metropolitan animal. The city has its dark sides, but it offers so much. I could not live in a place where there is no chance to go to the theater, see a concert, an art show. I appreciate places like the mountains or the sea for spending holidays or for making escapes from the city and regenerating oneself, but after a few days I would like to come back to my chaotic city.

What is my most treasured possession? Myself. Life often has put me in front of very difficult situations and if I am here now to tell it is because I have always found within myself the resources to move forward. I call myself a phoenix, dies every time to be reborn stronger and more beautiful. If I am fully in my energy then I can give 100% to others, above all to my children.

What is my most marked characteristic? Reliable. If I say that I do something, nothing can stop me.

What is my most inspirational location, in my city? The ancient area of Milan, the most secret, to be discovered. I speak specifically of the area that is surrounded by the canal, the river that runs through the city. Formerly it was navigable and on its banks old railing houses arose. Today they have been renovated to give them new life and recover a bit of history. When I walk along the canal I relax and it seems that time stops.

What is my favourite place to eat and drink, in my city? All the restaurants and pubs near the Naviglio.

What books influenced my life and how? In reality more than one, I am a voracious reader, and then the books I read have marked my different ages. As a child, the book that deeply touched me was the Diary of Anne Frank, read at the age of 9. Then as an adolescent, an essay on ancient history, at the point that I wanted to become like Indiana Jones! As an adult The hours of Michael Cunningham, a journey through the female universe that opens up a few points for reflection.

Who are my favorite writers? Isabelle Allende, Gabriel García Márquez, the classical authors of literature

You Only Die Once. What music would I listen on my last day? Yanni Live at the Acropolis,

Who is my hero or heroine in fiction? Cat Woman and the Black Widow of Avengers (

Who are my heroes and heroines in real life? I could mention women who have done exceptional things that are already well known. My today’s heroines are all women juggle between family and work. Especially in Italy where there is no welfare that supports working mothers. I have no male heroes.

Which movie would i recommend to see once in a lifetime?  Memories of a Gheisa

What role plays art in my life and work? It’s my source of inspiration. Art declined in all its expressions … music, cinema, theater, painting, writing … are an essential reference point that nourishes my soul and intellect and from which I draw useful parallelisms for my work.

Who is my greatest fan, sponsor, partner in crime? My mother

Whom would I like to work with in 2018?  I love the world of start-ups because they are a source of energy and enthusiasm. In reality I already collaborate with many emerging companies, but in particular I would like to work with young fashion designers and accompany them in their path of brand affirmation.

Which people in my profession would I love to meet in 2018? I would like to meet Mariella Milani, a famous Italian journalist in the fashion industry, because I would like to involve her in the project of my book.

What project, in 2018, am I looking forward to work on? My book indeed. I would like it to be published and presented by 2018. It’s a project that I really care, about the issue of Made in Italy in the fashion system

Where can you see me or my work in 2018? I hope on magazines and web( in addition to my web site and social channels

What do the words “Passion Never Retires” mean to me? It was the passion that led me to change my life at the age of 40. Passion is the fire that generates the energy necessary to always find new incentives and define new goals.

Which creative heroines should Peter invite to tell their story?

 Nicoletta Boldrini ( , a dear friend of mine who years ago chose to be a journalist and has known over the years, despite the crisis in the industry, making creative journalism even for very technical subjects

Sara Colarullo (, an out of the ordinary architect.

How can you contact me?

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