VELASCA
Some stories last
2022. Velasca designs its first clothing line and takes on a new soul. An even more conscious soul, which takes shape with well-considered choices and confirms its vocation. For the occasion, it decided to make labels to be affixed in the garments, which could tell the brand intent. That would be the starting point of the concept for all brand communication.
A story of freedom
The garments are designed with the best materials and handcrafted production that recalls excellence, seeking standards of sustainability. The result is long-lasting products, capable of accompanying the people who wear them for a long time. I started right from here, to collect in a label to be affixed to the outerwear, the soul.
You're holding a story of freedom.
Freedom from fashion dictations and the flow of time. Because each fabric is carefully selected and handsewn in the best Italian artisanal workshop. This is quality. It's a style that lasts. This is freedom. And it's good for the world.
The teaser
I started with a simple idea: the stories that remain. I asked myself which ones have the ability to come alive in the present. They are the ones that are usually called iconic, because for one reason or another they are immortal. So we began to communicate, without any boost, five stories in brief:
Vittorio G.
The Vespa, that buzz in theaters
La Gioconda, the pop star you didn't know
The Blue Jeans, an Italian story
Biella, from an ancient textile district
They became postcards to be distributed in stores and small banners in newsletters that linked to the landing page. Here people could register to be the first to learn about the news Velasca was up to.
"Chi siamo"
On this page of the website, I resumed the study done on brand values some time earlier, when the total look idea was already concrete. Values, however, that had to be interpreted for the final audience. You can find the whole page here.