Introduction
Schiaparelli is a fashion house with a long history and a significant contribution to the industry’s development. Founder Elsa Schiaparelli brought a revolutionary vision to everyday wear, using new colors, fabrics, and textures to find new means of expression. The heritage of Schiaparelli offers modern women a new look at fashion, grounded in courage and the rethinking of reality, expressed in clothes. The modern brand Schiaparelli uses effective visual communication with its customers, presenting a new vision of fashion through a strong identity and connection to its heritage.
Founder
The founder of the Schiaparelli brand is Elsa Schiaparelli, who stood for flamboyance, extravagance, and innovation in fashion. The first collection of the Schiaparelli house was knitwear and swimwear, combining luxury and sports elements (Maison Schiaparelli, 2020). A distinctive feature of Schiaparelli was the use of new fabrics, shocking colors, and avant-garde and surrealist designs (Dieffenbacher, 2023). After the founder’s death, Schiaparelli reopened in 2013, maintaining the traditions laid down in the spirit of the brand (Maison Schiaparelli, 2020).
Remarkable Features
One of the hallmarks of Schiaparelli is the “shocking pink” color invented by the founder, which draws attention through its corporate identity (Dieffenbacher, 2023). At the moment, the Schiaparelli brand continues to draw on surreal motifs in its clothing and accessories. The last presented collection, “Inferno,” was inspired by Dante Alighieri’s “Divine Comedy” (Maison Schiaparelli, 2023). The main motive is the doubt arising from the search for the foundations of being (Maison Schiaparelli, 2023). The collection uses whimsical shapes and textures in black, gold, and beige. The heritage has become an integral part of the brand’s identity and continues to promote expression and flamboyance in its new designs.
Brand Guidelines and Identity
Brand guidelines encompass the overall presentation of the brand to customers through visual elements, including the name, logo, and slogan, as well as the conveyance of values and identity. Schiaparelli has a deep identity, expressed in the continuity of the heritage and creative spirit of the creator for modern women in the 21st century. Schiaparelli associates itself with inventive imagination and a revolutionary approach to high fashion and everyday style elements. The value of the brand lies in its cult status, complexity, and versatility in fashion, as well as its new vision, boldness, and extravagance (Roberts et al., 2022). An approach based on the surreal perception of reality and its reflection in forms, textures, and colors determines how customers perceive the brand.
Schiaparelli aims to provide consumers with a deeper appreciation for high fashion (Roberts et al., 2022). The fashion house’s logo reflects the brand’s continuity, deep heritage, and timeless character. Schiaparelli speaks to customers through vibrant looks in everyday accessories and runway collections. The brand does not have a slogan, as its expression is based on a profound understanding of clothing as a means of rethinking everyday reality. Effective visual communication is the main principle behind the Schiaparelli guidelines.
Conclusion
In conclusion, Schiaparelli is a fashion house with a long history that bases its activities on tradition and continuity. The creator of the brand, Elsa Schiaparelli, introduced a revolutionary approach to fashion, incorporating new colors, bright elements, and textures that transformed everyday wear into something extraordinary. Modern Schiaparelli deeply appreciates its heritage and presents a collection of clothing and accessories that bring surrealism, creativity, and extravagance into everyday reality. The brand communicates with customers through vivid visual images and the transmission of values: self-expression, rethinking reality, and extravagance.
References
Dieffenbacher, F. (2023). “Shocking!” the surreal world of Elsa Schiaparelli. Fashion Theory, 1(1), 1-12.
Maison Schiaparelli. (2023). Haute Couture, spring-summer 2023.
Maison Schiaparelli. (2020). The history of the house.
Roberts, J., Donzé. P. Y., & Pouillard, V. (eds.). (2022). The Oxford handbook of luxury business. Oxford University Press.