Marina Rinaldi Rebrands With ‘Size Doesn’t Matter’ Manifesto

MILAN — Marina Rinaldi is rebranding — and there’s a lot that lies behind the decision.

“We were born with the concept that we had to fulfill a task and offer a service with a mission of inclusion,” said Sheila De Pietri, general manager of the Italian brand, which is part of the Max Mara Fashion Group. Founder Achille Maramotti “gave a voice to a section of the market that was not heard then. Now, we are making a statement and, from solving a problem, we have moved on to affirm an identity, from a concept of size and measurement to a concept of proportions, identity and fit, which is what counts.” Marina Rinaldi customers “should not be labeled by standardized sizes, so this is the change we are aiming to make.”

Since measurements do not define a woman, the new Marina Rinaldi manifesto is: “Size Doesn’t Matter.” “Size does not capture a woman’s elegance and uniqueness,” De Pietri remarked.

Visually, the campaign focuses on the pearl. “It’s small, round and precious, but not fragile and is a symbol of a refined and indomitable femininity,” De Pietri said. Next to it is a tailor’s measuring tape, an evocative tribute to the brand’s first historic campaign.

However, as part of the evolution, “the measuring tape goes beyond its original function and becomes a symbol of tailoring, an expression of tradition and master craftsmanship to enhance every woman’s identity,” she continued.

“There is a whole world of curves and shapes that are part of Marina Rinaldi, and our customers enjoy fitted clothes, plunging necklines, colors and prints as much as any woman who appreciates fashion and follows trends.”

Globally, Marina Rinaldi counts 60 directly operated stores, of which half are in Italy, and 70 franchised stores, and they will be renewed, impacted by the rebranding, with a change in the logo.

The label is also available at 600 multibrand stores.

“We are transforming the stores in lounges,” De Pietri said. “We have a very successful town house in London, which is an example of this blueprint for some of the stores. It’s like a home, not visible from the outside, and it covers three floors, with VIP rooms with fireplaces, and our customers can stay all day, with food and drinks served, leaving with memories that are hard to buy. Service is the number-one driver.”

At the same time, she underscored how the brand’s expertise in fittings and fabrics research developed over a history of more than four decades helps “to exalt the bodies” of its customers.

Over the years, Marina Rinaldi has worked with several designers from Antonio Berardi, Zuhair Murad, and Fausto Puglisi to Roksanda Ilinčić, Marco de Vincenzo and Sara Battaglia, launching campaigns fronted by the likes of Ashley Graham, Patricia Arquette and Precious Lee. “Now the message is more intimate, we want to talk about the values of Marina Rinaldi,” De Pietri said.

The executive observed that data analysis shows a younger customer has approached the brand, in addition to its loyal cluster of longtime clients in the 40- to 55-year-old core bracket. “They approach us without years of knowledge behind them, and we realized we needed to communicate with them and change our tone of voice and review our assets to make them more contemporary.”

The customer is also increasingly international. “We are very well-known in the Middle East, Russia and Caucasian countries, we have loyal customers in Africa, France, the U.K. and Germany, in addition to Italy and we are expanding our distribution in the U.S., eyeing new openings,” De Pietri said.

Acknowledging the current scenario, she said that “changes happen quickly so that you can’t really make forecasts. Working on a three- to five-year plan is no longer possible. Being part of the Max Mara group helps to navigate complexities such as the increased costs of fabrics, logistics and shipments but we need to be agile and fast.”

De Pietri is a Marina Rinaldi veteran, joining the company in 1997 then moving to Publitalia, Luxottica and Ferrari, and returning in 2012, rising through the ranks until being named to her current role in 2023.

“I am in love with this brand and I think there are great opportunities for it,” she enthused.