Laial Massud
Master’s in Fashion Styling & Visual Merchandising
Year of Graduation: 2017
Current role: Head of Visual Merchandising and Training at Trussardi
Country: Argentina
With a solid foundation in Product and Interior Design, Laial has developed a unique career specializing in Visual Merchandising, a discipline that merges creativity, strategic planning, and human-centered communication to craft immersive retail experiences. Passionate about the way visual environments influence consumer behavior and brand perception, Laial has consistently sought to innovate and elevate the role of visual storytelling within the fashion industry.
With a solid foundation in Product and Interior Design, Laial has developed a unique career specializing in Visual Merchandising, a discipline that merges creativity, strategic planning, and human-centered communication to craft immersive retail experiences. Passionate about the way visual environments influence consumer behavior and brand perception, Laial has consistently sought to innovate and elevate the role of visual storytelling within the fashion industry.
Laial’s educational path began with a degree in Product Design in Buenos Aires. This comprehensive programme instilled a deep understanding of design processes, from conceptual ideation to prototyping and user experience, enabling a holistic approach to creative problem-solving. Recognizing the importance of spatial design and its impact on customer engagement, Laial pursued further specialization in Milan with a Summer Course in Interior and Showroom Design in a well-known institution, honing skills in visual merchandising trends, showroom design, and Italian design culture. The programme culminated in a final project for IKEA, applying innovative retail concepts to enhance consumer interaction and brand communication.
Driven by a desire to integrate Fashion and Visual Communication at a higher level, Laial enrolled in a Master’s programme in Fashion Styling and Visual Merchandising at Domus Academy, graduating in 2017 with top honors (110/110). During this programme, Laial won First Prize in the Visual Brand Communicator Competition for an original project visualizing cultural elements to develop a compelling visual communication proposal for an international fashion brand in their home country. This achievement recognized Laial’s creative vision and ability to connect cultural narratives with global brand identities an essential skill in today’s diverse markets.
Laial’s professional journey began at Alviero Martini, applying theory to practice by crafting engaging retail displays and strengthening brand storytelling. Over time, Laial gained experience with iconic fashion brands such as Giorgio Armani, Wolford, and Luisa Spagnoli, enriching expertise in luxury retail environments and adapting global brand standards to local preferences.
Currently, Laial serves as Head of Visual Merchandising & Training at Trussardi, steering the brand’s aesthetic direction during a transformative phase. Laial defines and implements visual merchandising strategies to ensure consistent brand identity worldwide and leads training programmes that empower retail teams to maintain high standards of execution and customer engagement.
Laial’s multicultural upbringing and international exposure have shaped a professional approach characterized by empathy, adaptability, and strong interpersonal skills, fostering collaboration and innovation across diverse teams. Believing deeply in teamwork, continuous learning, and embracing new challenges, Laial is committed to retail innovation, integrating digital technologies and sustainability principles to create immersive, responsible shopping experiences.
Through creativity, strategic insight, and cultural sensitivity, Laial continues to build retail environments that resonate emotionally with customers, elevate brand perception, and drive business results, while inspiring teams to deliver excellence in a fast-paced global marketplace.
“During my time at Domus Academy, I had the opportunity to work on projects in collaboration with leading fashion brands. It was an intense and stimulating experience that enriched not only my design skills but also my perspective on the industry. What truly made that year of training special was the daily exchange with people from very different cultural and professional backgrounds professors, mentors, and fellow students who taught me so much, both on a human and creative level.”
