The Schiaparelli comeback

Founded In 1927 by the iconic designer Elsa Schiaparelli, the brand remained dormant until 2014, when they bursted into a Paris Fashion Week. Today, they are having a major spotlight momentum. What was the strategy?

Few remember Elsa Schiaparelli was considered a fierce rival by Coco Chanel, who described her as “an artist playing to be a designer”. But as the fashion house was bought by Italian businessman Diego Della Valle in 2007, the brand re entered the race with Marco Zanini.

However, it is really under the direction of Texan-designer Daniel Roseberry that Schiaparelli is capturing major moments, particularly in the entertainment industry with high-profile American talents. And some statement golden accessories, inspired by the artistic and surrealist inspirations of Elsa Schiaparelli herself.

But what have been the recent features and events that have put Schiaparelli under the spotlight again? Some might said, it started with Kim Kardashian and an almost “meme” moment on Christmas 2020 post.

The celebrity PR moment of Schiaparelli is unprecedented for a fashion house with such a level of revamp after 60 years of absence. While critics argue that this is solely base in celebrity power, the real sales impact is to be show in the end of 2021 results of Maison Schiaparelli.