Marina Rinaldi

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Marina Rinaldi
SRL
Industry Fashion
Founded 1980
Founder Achille Maramotti
Headquarters Reggio Emilia, Italy
Website marinarinaldi.com

Marina Rinaldi is a ready-to-wear, plus-size women's clothing brand of the Italian Max Mara Fashion Group, one of the best known of the company’s 35 different labels.[1][2][3] It has more than 300 stores worldwide,[1] including ones located in the high fashion shopping districts of several major cities: Wilshire Boulevard in Beverly Hills, Madison Avenue in New York City, Old Bond Street in London, and Corso Vittorio Emanuele in Milan.[citation needed]

History[edit]

Founded in 1980, Marina Rinaldi Group takes its name from the great-grandmother of the founder of Max Mara Fashion Group, Achille Maramotti,[3] who in 1850 owned a fashion atelier in Reggio Emilia, Italy.[4] Since 1984 its collections have been available internationally from stores in such cities as Paris, Tokyo, Moscow and Düsseldorf.[5] Until the founding of Marina Rinaldi there was no fashion group concerned with the fashion needs of curvaceous women.[citation needed]

Marketing[edit]

A Marina Rinaldi store window from July 2011

Marina Rinaldi began advertising in 1981.[citation needed] From its very first advertising campaigns, developed together with Emanuele Pirella, the brand developed a pioneering concept in an area where advertising aimed at plus-size women was nonexistent.[citation needed] The first idea was to present a line of clothing that could satisfy the needs of women who had, until then, been neglected by fashion and stylists.[citation needed] Marina Rinaldi was the first to introduce the Italian expression taglia comoda (“plus-size”, literally, “comfortable size”), replacing the traditional term taglia forte (“outsize”) which had been used until then to describe this type of product.[citation needed] Marina Rinaldi has employed some of the world’s most famous photographers in its advertising, including Arthur Elgort, Peter Lindbergh, Patrick Demarchelier, Greg Kadel, and Craig McDean.[citation needed] The faces of the brand have included India Hicks from Autumn-Winter 1998 to Autumn-Winter 2000, Carré Otis from Spring-Summer 2002 to Autumn-Winter 2003, and Tatjana Patitz from autumn 2009.[citation needed]

In 1991 MR Characters, the brand’s house organ, became the first Italian magazine dedicated entirely to the demands and desires of curvaceous women,[citation needed] and included not only fashion reports, but also articles on design, literature, art, cooking, travel, beauty and wellness.[citation needed] In 1992, 450,000 copies of the first issue of this free semiannual magazine were distributed in English, French and Spanish translation at Marina Rinaldi stores worldwide.[citation needed]

In July 2010 Marina Rinaldi collaborated with UK pop band Temposhark using their songs Joy and Crime to promote their latest fashion campaigns.[6]

In 2011 Marina Rinaldi launched MR Denim Collection, the collection dedicated to jeans. 7 styles for 7 different fits with Crystal Renn, curvy top model, as the new testimonial. Vogue interview

In February 2012, Melissa McCarthy wore Marina Rinaldi at the 2012 Academy Awards. [7]

Notes and references[edit]

  1. ^ a b MaxMaraFashionGroup.com - Brands
  2. ^ History & Philosophy’, Marina Rinaldi.
  3. ^ a b Barbieri, Annalisa (2005), "Tycoon who pioneered 'off the peg' designer clothes with his fashion label MaxMara", The Independent, London (published 2005-01-24), retrieved 2008-04-09 
  4. ^ ‘Max Mara Fashion Group’, Marina Rinaldi.
  5. ^ Marina Rinaldi - Dizionario della Moda - DellaModa.it (registration required)
  6. ^ [1]
  7. ^ "Oscars 2012: Stars arrive". BBC News. 2012-02-27. 

External links[edit]