Italian fashion label, Roberto Cavalli, debuted a “game-changing” capsule collection this Thursday, marking a detour from the conventional catwalk calendar. After a few unstable years, this move is part of the brand’s reinvigoration strategy.
Designer Fausto Puglisi drew inspiration from a 1994 print by the brand’s originator, Roberto Cavalli. This print, inspired by a rococo interpretation of the Greek myth of Leda and the Swan, laid the foundation for the “Wild Leda” collection displayed at Selfridges department store in London.
Elements from this depiction, teamed with animal prints, were previously showcased in the brand’s spring-summer 2023 collection. These designs are featured on flowy dresses, beachwear, accessories, and homeware items.
In a discussion with Reuters, CEO Sergio Azzolari emphasized the aim to revamp the brand image. He shared, “Instead of following the traditional September fashion week and its associated customs… we want to rethink this, to offer a clearer understanding of what the brand represents… thereby introducing something that is, in its way, game-changing.”
“Roberto Cavalli has always been renowned for his iconic gowns, but… he effectively created a lifestyle… So alongside your plates, coffee cups, shoes, and bags, there’s everything… We intend to create something broader that invites exploration into the world of Roberto Cavalli.”
The fashion label, recognized for its signature animal prints, was established by designer Roberto Cavalli in the early 1970s. Today, it is owned by Hussain Sajwani, the founder of Dubai’s Damac Properties, who saved the Florence-based group in 2019 via his private investment firm, Vision Investments.
Despite years of struggle, the fashion house is now set on reenergizing its sales. Azzolari, who joined the company in April, stated, “We are recreating a brand that has symbolized luxury for the past half-century. We plan to respect the brand’s heritage while propelling it into a new dimension with a fresh perspective.”
He further shared the brand’s plans: “We are set to revamp our website… we’re focusing on retail expansion, with plans to open new stores in the U.S. We’re also aiming for a stronger presence in London and a renovation of our flagship store in Milan.”
With the unveiling of this game-changing capsule collection, Roberto Cavalli signals a fresh chapter in the brand’s story. Whether the rebranding strategy will pay off remains to be seen, but it’s clear that Cavalli is not content to rest on its past laurels. As the label looks to reconnect with its luxury roots and navigate the contemporary fashion landscape, fans and industry observers will eagerly watch where this journey takes one of Italy’s most iconic fashion houses.
