In Practice: Allegra Lorenzotti and the Feel of a Brand

On following creative instinct, treating atmosphere as strategy, and why sincerity’s making a comeback.

Allegra’s one of the first people I think of when I think of good taste, full stop. We first crossed paths online and then realized we had a patchwork of past work experiences where we just missed each other and many a friend in common. Since then, I’ve watched her move through the industry with clarity, style, and a kind of quiet conviction that’s rare.

She’s worked across experiential, talent, and hospitality—but what she’s really doing is shaping how things feel. Whether it’s a hotel, a dinner, a brand world, or Send Olives, there’s always an intention behind it.

In this conversation, Allegra talks about following the thread of what sparked something and why being earnest isn’t a weakness.

1. What’s the real story of how you got here? (Read: not the LinkedIn version)

I followed a trail of obsessions. I was always the person making the dinner, styling the table, choosing the playlist — curating the feeling. It started with hosting and evolved into shaping brand worlds that evoke that same intentional atmosphere. I didn’t know exactly where it was leading, but I kept saying yes to the things, people and visions that sparked something in me. From experiential marketing, to building and managing a talent’s brand, to hotels – the titles and job descriptions came later.

2. What’s something that quietly rewired how you work?

Launching Send Olives did it. It was small, scrappy, emotional, and entirely mine. It made me realize how potent softness, intimacy and not taking yourself too seriously can be as brand pillars —and how community can actually be a business model, not just a side effect.

3. What’s a piece of media you’ve rewatched or reread an embarrassing number of times?

The OG Real Housewives of New York. It’s chaos, comedy, and character study all in one. There’s something oddly comforting about watching women with zero filter and too much Pinot navigate friendship, ambition, and delusion. It reminds me not to over-intellectualize everything — and it birthed Bethenny Frankel. Thank you.

4. What’s an opinion or trend in the industry that makes you roll your eyes?

The over-designed, under-thought "aesthetic-first" brand. Give me something that’s tactile, with depth, tension, contradiction, humor,. We’ve had enough beige.

5. What’s a moment in your career that you felt totally in control? What about the opposite?

In control: Presenting a wine company concept deck we never launched for a previous client – seeing our partners feel it — getting it without me needing to over-explain and my client feeling really proud was one of those projects with rare alchemy. I still hope my old client launches that brand one day - it was a damn good one.

Out of control: Early days in a new job, i’ve always worked at smaller companies – juggling several roles with no roadmap, tight budgets, and a lot of ego in the room. It was a masterclass in holding the line quietly and learning how to get good at being scrappy, fast.

6. What’s in your media diet right now that’s actually influencing your work?

Films & Books– lots of them. I love old restaurant menus and film interiors which we’re really inspired by over at ASH World. I feel lucky to work with remarkably creative people who shoe me new things everyday. I’m always drawn to vintage Italian ad campaigns. Old Jil Sander print. I’ve also been listening to interviews with winemakers and chefs — people who speak from place and process, not product. I also love what Nadine is doing over at

Nadine // The Stanza

- it’s well articulated and easy to digest daily.

7. What’s a shift in tone, taste, or language that you think is coming—but hasn’t hit yet?

Earnestness. I think we’re swinging back toward sincerity. People are tired of irony as armor. There’s power in gentle conviction and being confident in your stances.

8. What’s something you wanted early in your career that doesn’t matter to you anymore?

Coolness. Now I care more about whether it lands, being a reliable partner and leading with optimism. I don’t really care whether it looks good on paper or feels zeitgeisty. I want to move people, and have them remember how I made them feel – not if I impressed them.

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I hope you enjoyed meeting Allegra. Catch up with her on Instagram at @allegralo or @sendolives.