Behind every brand that leaves a mark, there is a vision, a story, and a beating heart.
LUCE by Chiara Negri is all of this: a Pet Fashion Made in Italy project that speaks of style, love, and continuous renewal.
We talked about it directly with Chiara, founder and soul of the brand.
Chiara, how did the idea of creating LUCE come about?
LUCE was born at a very natural moment in my life, when my little dog arrived, whose name is actually Luce.
At that time, I was already making women’s backpacks, and it felt natural to think of something that could match for her as well. So I started creating the first harnesses, transferring the details and style of my backpacks into an accessory dedicated to the pet world.
Was there a specific moment that sparked everything?
Yes, without a doubt, the arrival of my dog Luce. She was the main inspiration: by observing her every day, I realized I wanted to create something that combined functionality, safety, and beauty, just as I do with accessories for people.
In your opinion, what was missing in the pet world that pushed you to create something of your own?
I felt there was a lack of true quality Pet Fashion, something able to stand out from commercial products.
I wanted to offer accessories made with carefully selected materials, thoughtful craftsmanship, and a strong identity, strictly Made in Italy. LUCE was born precisely from the idea of offering something different, exclusive, and refined in every detail.
How much did your personal experience with animals influence the brand’s vision?
It had a huge impact. I’m a dog mom who deeply loves her dog, and for me it’s essential to combine aesthetics and safety.
I want Luce to be protected, but also unique. This approach guides every choice within the brand: every harness must be beautiful, functional, and truly designed for the dog’s well-being.
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