Ametista is an Italian luxury lingerie company, with over 60 years’ experience, which designs, produces and sells its product worldwide to mainly female customers. The company has a turnover of €150 million and 550 employees. After the 2010 economic crisis, the company faced a dramatic fall in turnover, which prompted the company to turn itself around. The owner carried out an in-depth analysis through which it became clear that it was necessary to completely revise the core process of the company, the collection development process. Although this process embodies the real value of the company, it is now too long, too costly and unable to adapt to market change. This case aims to describe the collection development process in depth and pushes students to revise it using a structured approach, without missing the link between design process, operational processes and company strategy.