The brand, now owned by the company MM Capital Ag, property of the Swiss investor with Italian origins Michele Martucci, was born in 2011 from an idea of Imelde Bronzieri, a well-known fashion designer with a long history at I Pinco Pallino. Fase Uno has been the licensee of the brand since 2017, at first only as regards the production and marketing of the clothing collections, while from 2019 it also took on direct responsibility for the Style Department, whose direction was entrusted to the fashion designer Umberto Consiglio.

The first collection designed by Umberto Consiglio – officially presented at Pitti Bimbo and dedicated to the summer season 2020 – consolidated the elegant Girl Junior proposal where, next to the formal outfits, everyday outfits too, characterised by greater use of prints and cotton fabric, finally made its entry. In addition to the proposals addressed to ladies, the range also includes a Boy Junior collection, specially designed for children aged 4 to 12, with over 80 pieces designed to interpret a boy who pays attention to fashion trends, though with irony and dandy accents.

Finally, the Nursery line, dedicated to new-born babies aged 6 to 18 months, becomes wider and more coordinated. It proposes the themes of the older brothers to boys and girls and is complete with all the related accessories: bibs, caps and baby shoes. Its leitmotiv is sparkling and joyful, according the pure Mimisol style.


The company brand designed by Patrizia Loliva – co-owner and manager of the creative department of Fase Uno – has a 100% female DNA, recently reasserted by the great return to Pitti Bimbo on the occasion of the 60th anniversary of the brand. Since 1959, Valmax has been dressing babies and girls aged 2 to 16 with formal dresses of sophisticated and contemporary elegance, whose ultimate strength lies in the research applied to cuts and fabrics, never predictable in their lines and colour palette.

Francesco Sbiroli, CEO of Fase Uno Srl
Born in Putignano, in the province of Bari, where he began and developed the entrepreneurial activity he currently runs, Francesco Sbiroli gained his experience working in the family business, starting from the beginning of the 90s. At first manager in charge of the finished products warehouse, he soon moved on to deal with the Italian and foreign sales department before becoming responsible for some collections and productions. Today, he holds the function of managing director, with direct management of the sales department, the administrative department and the foreign productions department.