The Indie Italian Label Dominating the Red Carpet

“When I design, it’s my personal vision,” says Gerardo Cavaliere, co-founder of Giuliva Heritage , about his singular aesthetic that’s become one of the hottest menswear brands for top actors right now.

Girl Group KATSEYE Is Ready to Do It Their Own Way

“He’s the muse,” says stylist Warren Alfie Baker, who regularly interprets Cavaliere’s vibe — think Italian neorealism heartthrob meets Dimes Square charm — for his roster of A-listers. For the premiere of Riple y in April, client Andrew Scott looked playfully roguish in an acid green shawl-lapel suit and low-scoop-neck tank, while that same month Diego Boneta smoldered in a Giuliva Heritage ultrawide peak lapel suit and silky shirt with undone buttons.

Giuliva Heritage “is like vintage-wear, but it’s really created a story for the modern man,” says Baker. “It comes across way cooler when the designer is so involved and has a passion for their own brand. That just makes you want it more.”

Recently, Jeremy Allen White, Nicholas Galitzine, Jonathan Bailey and Outer Bank s’ Drew Starkey also have steamed up the scene in Giuliva Heritage’s rakish separates. The brand’s celebrity breakout moment may be traced back to the 2022 Venice Film Festival, when Chris Pine strolled off a vaporetto in a louche ivory shirt, red pleated trousers and a dandyish navy double-breasted blazer.

“The outfits are basically what Gerardo is in real life,” confirms Giuliva co-founder Margherita Cardelli, a luxury consultant, who married lawyer-turned-tailor Cavaliere in 2017. That same year, they founded the brand. The label, which is designed in a Rome atelier and handcrafted in Naples, debuted with womenswear (seen on the likes of Meghan Markle, Sandra Oh and Rachel McAdams), followed by men’s styles. “Seeing how the stylists and then the talent embody [Gerardo’s] vision is just amazing,” says Cardelli.

Charithra Chandran Joins 'One Piece' Season 2 at Netflix

Giuliva Heritage’s connection with Hollywood developed organically, with stylists reaching out after coming across the brand during Instagram scrolls. Cardelli stresses that authentic relationships, combined with distinctive style, have helped Giuliva Heritage break through onto the corporate label-dominated — and heavily sponsored — red carpet. “We don’t have the capacity of huge luxury brands to pay people, or offer millions of options” for consideration, says Cardelli, adding, “We ask talent to be dressed in a full look, and 99 percent of the time, we manage to get that.”

Cardelli and Cavaliere are gearing up for fall including award season, fielding celebrity requests and planning a series of pop-ups and trunk shows in the U.S. starting in September. “It’s very interesting to see how much talent right now prefers to step out with something that is very specific and make sure that their personality is spoken through that look,” says Cardelli.

A version of this story first appeared in the August 21 issue of The Hollywood Reporter magazine. Click here to subscribe .

Sony Sets U.S. Theatrical Release for Anime Feature 'Overlord: The Sacred Kingdom'