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Schiaparelli’s Digital New Look


Only a few weeks ahead of the Paris Haute Couture season, where Schiaparelli will introduce its new Fall 2014 Couture collection, the French brand spiced up its online presence with a quirky digital scrapbook.

Schiaparelli aficionados can now go online and discover the new Spring 2014 Couture collection via a selection of pop-up images and clipped photos, accompanied by behind-the-scenes video flicks.

The digital scrapbook further features a collage of the brand’s latest collection and archived pieces that remind us of the Schiaparelli collections of the mid-30s. The clipped virtual images actually depict Couture outfits, shoes, and further accessories that come together in order to mimic a real fashion moodboard. Users can click on the clipped images in order to enjoy making-of videos—to see how Schiaparelli Couture by Marco Zanini is manufactured in the brand’s ateliers—and photos—click on La Belle au Bois Dormant (Sleeping Beauty) and discover an animated visual design in an interactive way.

In late 2013, Schiaparelli tapped former Rochas designer, Marco Zanini, to re-launch the Couture label after a 60-year hiatus. Zanini presented his first Haute Couture collection in January of this year, using the label’s iconic archive material as a reference, such as Elsa Schiaparelli’s Crab Embroidery (1953) and her Ivy Leaves Brocade (Pagan collection, 1938), among others. In 2012, couturier Christian Lacroix was invited to design the label’s Fall 2013 Couture, before Zanini’s appointment was confirmed.

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