Interview by Silvia M. C. Senette - Photographs Annalisa Ceccotti

“Where do I feel most at home? In Italy, specifically in Forte dei Marmi.” Francesco Martini Coveri, artistic director of the brand that bears his family name and was founded by his uncle Enrico, has held the role since 2001 and here shares his deep bond with the Versiliese town. “A special place that I have always carried in my heart, where I know every tradition, custom, and summer ritual,” says the fifty-year-old designer, originally from Prato and now a Monegasque citizen.

His connection to Forte dates back to his earliest years. “All my ‘firsts’ happened here—from learning to ride a bike to earning the scar I got at the beach,” he recalls. He fondly remembers summers spent in half-board accommodations with his unmarried aunt and his grandmother—a second mother to him—at the Raffaelli hotel, “a true landmark of Forte dei Marmi back then.” Those long three-month stretches of freedom shaped his adolescence. “I wasn’t familiar with the town’s nightlife until I turned eighteen—except for the occasional summer evenings by the sea,” he shares. “My first nights out, first crushes, even my first hangovers all happened in Forte.” It’s also where he built some of his “deepest and most lasting friendships.” To celebrate his fiftieth birthday, he organized an intimate dinner just for his lifelong friends from Forte. And it’s here that he met his wife, Michela—“at the birthday party of my middle school classmate.”

Coveri fell in love with the most authentic essence of this place. “Forte draws its greatness from its simplicity, from leisurely strolls, bike rides, and breathtaking nature. You can look out over the sea, framed by one of the world’s most beautiful beaches, and at the same time gaze up at the Apuan Alps. It’s truly extraordinary.” Today, he shares his love for Forte with Michela, originally from Lerici, and their nine-year-old son Giovanni. “Forte dei Marmi is the beating heart of our entire life,” he says. When he’s away, he finds himself longing for “the flavors and scents that change so distinctly from season to season,” as well as the fine dining experiences and that unique light that transforms with the months. “The fragrance of blooming lilies and the robust aroma of pines envelop you as you stroll in the shade towards the Versiliana,” confesses the stylist. “It’s like stepping into another world.”

The bond with this bittersweet land is so visceral that it has inspired several collections from the Maison, including “Viale Morin”—named after one of the town’s most distinctive streets—and prints featuring vibrant crabs. “I am genuinely in love with Forte,” reflects Coveri. “It’s a parallel universe filled with simple, natural pleasures—the kind city life often robs us of—becoming extraordinary again. Whether it’s a buraco card game in Tonfano, breakfast at Caffè Roma or at Il Giardino, Forte will always have my heart.”