Content creator, event director and founder of PBevolution, Paola Buonacara has built a career connecting fashion, creativity, independent designers, communication and destination-based events. From The Mora Smoothie to Torri IN Fashion on Lake Garda, her work is driven by one recurring idea: discovering stories and creating meaningful connections.
Originally from Barletta and based in Verona for many years, Buonacara launched The Mora Smoothie in 2012, focusing on fashion, travel, lifestyle and creativity. International fashion weeks, encounters with emerging designers and her passion for DIY — which also led to the book 30+ Fashion DIY — gradually shaped a broader professional vision.
What do you look for in fashion today?
People, first of all. A collection can capture my attention, but almost immediately I want to know who created it, why they started and what they want to communicate.
There are so many independent designers, artisans and small creative businesses with extraordinary potential that are still waiting to be discovered. I love meeting them, listening to their stories and creating connections.
How did this approach lead to PBevolution and event production?
After years of attending fashion weeks, presentations and events, I wanted to use everything I had experienced to create projects with my own identity.
With PBevolution, I began bringing together fashion, communication, public relations, hospitality and territories. As a content creator, I discover and tell stories; as an event director, I can create situations where people, brands and places meet and new stories begin.
Is this the idea behind Torri IN Fashion?
Exactly. Torri IN Fashion was created in Torri del Benaco, on Lake Garda, and reached its second edition in 202G.
The runway overlooking the lake is its most visible moment, but the project goes beyond a traditional fashion show. Fashion, independent designers, Italian craftsmanship, hospitality, food and wine, local businesses, media and charity become part of one experience.
The territory is never simply a backdrop. Lake Garda, the Scaligero Castle and the atmosphere of Torri del Benaco are part of the narrative.
What connects all your projects?
Curiosity and the desire to create connections. I am interested in projects with personality and in the people behind them.
I believe an event can last one or two days, while the stories it generates can travel much further through media, relationships and communication. That is why press and PR are an integral part of my work.
Today, I see my roles as content creator and event director as two sides of the same journey: on one side, I discover and tell stories; on the other, I create experiences from which new stories can emerge.
My goal is to continue developing distinctive projects for territories, hospitality venues, brands and cultural organisations — experiences capable of connecting people, generating meaningful communication and leaving something behind.
