About us

We are GA: Guga + Anil.


We are GA: Guga + Anil. 


Federica "Guga" Fratoni studied Architecture at the Politecnico di Milano and started her career at IED Milan where she became the coordinator of Advanced Studies at the IED Research Centre soon after. 
Guga entered the world of PR after meeting Karla Otto in 1997 and worked for the agency for six years focusing on fashion, event organisation and design. Following her real passion for design, Guga accepted the role of worldwide communication manager at Kartell. She then moved to Moroso where she experienced a completely niche market, with a focus on artisanal production and design research, as opposed to the industrial scale of the former, and worked not only with archi-stars but also emerging talents.

Karla Otto called her back to establish, develop and direct the design department at her agency in 2009. After three years, she moved to Negri Firman directing the Design and Lifestyle division. 
Guga is the strategic mind and the critical eye of GA.



Anil Durutan studied Fashion Merchandising Management at FIT (Fashion Institute of Technology)  in New York after completing his BA in Economics at Bilkent University in Ankara, Turkey. Coming back to Europe he started working for Karla Otto directly after earning his Masters in Fashion Promotion at Istituto Marangoni of Milan.

During his six years with Karla Otto, Anil developed an interest in digital communication and became one of the first digital PRs in fashion, working with the earliest blogs and social medias, then at their initial stages. 


Moving to Negri Firman, he became the Director of Digital PR department after two years where he was also responsible for new business strategies and development.

 Anil is the creative mind and the digital eye of GA.