At the end of the 80s Pietro Negra and his wife Cristina Rubini created Pinko , an exuberant ready-to-wear fashion brand aimed at young people, with innovative strategies such as flash sales of new collections on a weekly basis. Over the years, the brand evolved, addressing more adult women with, at the same time, a more focused and captivating, unique and eclectic style which led Pinko, in the 2000s, to count around 150 single-brand stores. The integration of daughters Cecilia and Caterina, together with the listing on the stock exchange, brought the brand to a global level, as evidenced by campaigns curated by personalities such as Terry Richardson, Steven Klein and Xavi Gordo and, at the same time, excellent testimonials such as Naomi Campbell, Eva Herzigov á, Elle MacPherson, Sara Sampaio, Alessandra Ambrosio and Mariah Carey.