Italian apparel and denim label Dondup, which counts L Capital, the private equity arm of LVMH Moët Hennessy Louis Vuitton, among its main investors, is celebrating its 15th anniversary with a revamped Web site, which went live Tuesday. The new was designed by the London-based Bureau for Visual Affairs, a digital studio specialized in content-driven online products for clients spanning from The British Museum to artist Damien Hirst and fashion designer Anya Hindmarch.

Focused on strong visuals, the responsive Web site, with its very clean, minimal graphics, was designed to guarantee easy and fast navigation across a wide range of devices from desktop to mobile.

In addition to the “Lookbook” section,, which does not yet have an e-store, also features a “Stories” area, offering editorial-like content on different themes, such as lifestyle and food, directly or indirectly connected with the brand’s world.

“Our biggest challenge is to involve our customers in an emotional way,” said Dondup chief executive officer Massimo Berloni. “The new Website is the digital representation of [the label’s] world. The primary goal is to reach a new audience.”

The decision to launch a more mature and experiential Web site reflects the company’s current strategy of shifting the attention of buyers and press from its core denim offering to a more complete lineup of men’s and women’s ready-to-wear. These collections would also help the company tackle the challenges of internationalization, which over the last few years has emerged as a key issue for many high-end Italian labels chiefly focused on the domestic market. Dondup currently sells its collections to 1,400 multibrand stores, 70 percent of them located in Italy.

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