Renowned Italian couture fashion brand, Renato Balestra, will be unveiling a complete rebrand during Milan Fashion Week.
Renato Balestra, the Italian fashion designer renowned for his couture and trademark painterly embroidery, blends of different fabrics and transparencies, and even a signature colour — Balestra blue — is having his brand’s heritage reassessed by his family to bring it up to date. During Milan Fashion Week, the brand will debut a complete rebrand, complete with a presentation showcasing its first ready-to-wear collection.
In a statement, the famous brand claimed it is entering a “whole new phase in its long history,” and that it will change its name to Balestra after the Renato’s last name.
The move reflects what the fashion house considers “an important generational shift” inside the company, ushering in a new age of design, since the label is run solely by women at the moment. Fabiana and Federica Balestra, the founder’s daughters, are in charge of the house, while Sofia Bertolli Balestra, the founder’s granddaughter, is in charge of research, design, and brand identity.
“Balestra is strength, boldness and pride,” Frederica Balestra said in a statement. “This is a return to beauty and freedom.”
The new Balestra is guided by the ideals of freedom, innovation, and inclusiveness in order to inspire new generations with optimism and glamour, according to the label, and will debut its first ready-to-wear collection during Milan Fashion Week.
The presentation will signal a “natural metamorphosis” in the brand’s history, with the firm putting together a team of young designers to drive the brand’s progression forward.
According to the brand, the collection will “merge the past into the future,” while also honouring the famous fashion house’s workmanship and tradition and bringing a “new paradigm of poetry and storytelling.”
This new strategy will enable it to reposition the brand for sustainable success, leveraging its mastery of art, design, craftsmanship, and technology, as well as its made-in-Italy philosophy, to “elevate standards of excellent quality and innovation, as well as the human values the company has always upheld.”
Balestra has also developed a new logo in a new font to showcase the rebrand, which pays homage to Renato Balestra’s hand-drawn original from 1971. The new logo is aimed to keep a clear relationship to the brand’s heritage while still standing as a powerful statement of the fashion house’s current era. It is also coloured in the couturier’s distinctive blue colour.
To symbolise this fresh beginning, the fashion business is also creating a new website and visual identity with a “contemporary aesthetic.”
Sofia Bertolli Balestra added: “We are changing, exploring and evolving new languages for a wider community. We want to engage with and inspire a new generation, reinventing our signature optimism and glamour with an authentic contemporary twist.
“Balestra is creativity through generations.”