B-M Italy's MindStyle aims to target lifestyle product brands from fashion, style, food, accessories, culture and personal care.
Mindstyle will be jointly led by Roberta Corona and Tony Gherardelli, under the supervision of B-M Italy's director of brand communications Massimo Rosa and managing director Diego Lifonti.
Corona and Gherardelli are veteran professionals in luxury goods and fashion brands, with expertise in product press operations and event management.
B-M Italy head of marketing Eric Gerritsen said: "Mindstyle will expand B-M's compliment of services to include an area which is, often wrongly, considered 'niche'. Fashion and luxury brands now have a higher profile than ever before and are part of a wider 'lifestyle' choice, which more and more consumers are making."
The division has linked up with partners including Research International, event organisers, graphic designers, and managers of TV and sports celebrities.
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