Italian fashion house Renato Balestra, known for its tailoring and painterly embroidery, is set to unveil a major makeover during Milan Fashion Week, which takes place at the end of the month. Balestra will also present its first ready-to-wear collection.
The long-established couture brand announced that it is entering a “completely new phase in its long history” and will henceforth use the designer’s surname – Balestra. The move reflects an “important generational shift” within the fashion house, which is set to usher in a whole new design era. The founder’s daughters, Fabiana and Federica Balestra, run the historic fashion house, while his granddaughter Sofia Bertolli Balestra is responsible for research, design and brand identity responsible is.
Balestra starts the new phase with a new brand image
Guided by the principles of freedom, innovation and inclusivity, Balestra’s new direction aims to inspire new generations with optimism and glamour, the brand added.
The presentation of the collection aims to represent a “natural transformation” in the history of the brand, founded in 1959. The collection will “merge the past with the future,” explained Balestra. At the same time, the collection highlights the craftsmanship and heritage of the fashion house and introduces a “new model of poetry and storytelling”. To fuel the development of the brand, the label has brought together a team of young designers. This new approach should enable to reposition the brand for sustainable growth while leveraging the existing skills of art, design, craftsmanship and technology and the Made in Italy philosophy.
To emphasize the rebranding, Balestra also introduced a new logo in a new font. The new logo features the couturier’s signature blue color and was designed to maintain a clear connection to the brand’s history while serving as a distinct symbol of the fashion house’s new phase.
Alongside the new logo, Balestra also developed a new website with a “contemporary” aesthetic intended to reflect the new beginning. Sofia Bertolli Balestra added: “We transform, explore and develop new forms of expression for a larger audience. We want to appeal to and inspire a new generation by reinventing our signature optimism and glamor with an authentic modern twist.”
This translated post previously appeared on FashionUnited.nl. Translation and editing: Karenita Haalck