For some time Fiorella Rubino had been seeking a face that could best represent the philosophy of a brand synonymous with fashion, glamour and Italian joie de vivre in the curvy world.
All these characteristics are shared by Noemi, an artist launched by the X Factor whose subsequent success in the music world (from The Voice to the Sanremo Music Festival) has seen her win a place in the hearts of Italian women.
The brand approached Noemi to reinterpret the looks of the Fiorella Rubino autumn/winter collection; a kind of remix in which the themes were jumbled up to create new forms of communication: casual and easy to wear garments that interpret all the latest trends with personality: a fashion that is constantly and incessantly renewed in a flux of colours, patterns and styles worthy of a genuine “fashion carousel”, where the right fit is of key importance.
“I like playing with fashion, trying new combinations, mixing clothes, and with Fiorella Rubino I was able to explore this passion”, explains Noemi. “I am proud to work with a fashion brand that has its feet on the ground, that thinks about real women who want to show off their figures. Some people might regard them as imperfections but nowadays, more than ever, I find the continuous quest for perfection and uniformity inspired by the classic canons of fashion to be dangerous. Imperfection is sexy... it makes you more likeable.”
The new “Fiorella Rubino remix by Noemi” communication campaign will be launched in mid-September in the leading fashion and women’s publications. A series of activities will then be launched across Italy to accompany the message in the 200-plus Fiorella Rubino stores.