The Red Valentino website.

MILAN — The relaunch of Red Valentino is starting with the brand’s new Web site, which has been redesigned to match the new image that creative director Maria Grazia Chiuri and Pierpaolo Piccioli are shaping for the label.

“Rethinking a brand is not something easy to do,” Chiuri admitted. “For us, the redesign of the Web site is the first major step in the redefinition of the label, since the site is one of the strongest tools to communicate the brand.”

The new site, available at redvalentino.com, has an editorially oriented structure, which allows users to not only see and shop the brand’s collections and connect to its social networks, but also to navigate a range of content that might appeal to Red Valentino’s target age group.

“Our intention was to create a universe around Red where the brand’s values and images are exalted,” said Piccioli, highlighting that Red Life — one of the Web site’s sections — “is the part that really makes redvalentino.com stand out from the crowd.”

Updated every day with new posts, Red Life is the core of the Web site with eight sub-categories. These include “Pick of the Week,” a focus on a special event taking place in the world; “Next Big Thing,” which highlights a current trend not just related to fashion; “The Creative,” a profile of a person working in creative fields; “Ask The Stylist,” where fashion professionals answer users’ questions about style issues; “Playlist,” featuring a weekly music mix; “Red Hot,” consisting of posts on the hot guy of the week; “Redilicious,” which includes food recipes and “Studio Red,” with behind-the-scenes material.

“The structure is very different from traditional Web sites,” Chiuri said. “It was not built starting from the commercial vision, but the goal was to create a flexible box where different contents integrate to give the brand a clear voice. It’s also very simple to surf because especially young users look for easy and fast Web sites to navigate.”

As reported, Red Valentino last Thursday unveiled a pop-up store on Corso Como in Milan. The temporary shop will host live performances by international street artist Zap. The public will be involved in the decoration of the walls of the store.

In order to highlight the fact that art can nourish peoples’ minds, but also linking the project with Expo 2015, which closes in Milan in October, Chiuri and Piccioli named the project “Food For Thought.” The pop-up will sell T-shirts and shopping bags decorated with illustrations by Zap and part of the proceeds will be donated to Opera San Francesco per i Poveri, the Milanese charity institution that every day provides food for the city’s people in need.

“The pop-up is another element in this transformation and it ideally anticipates the launch of the new concept we are currently redesigning,” Churi said.

“As with the Valentino brand, art is very important for the development of the Red Valentino line, because through the collaboration with different artists the label can be directly connected with the world around us,” Piccioli added.

Asked how they manage the development of two different brands, the creative directors pointed out that Valentino and Red Valentino not only target two different women, but evoke two different worlds.

“Our idea is to think about two different separated brands targeting two different kinds of women, even if, to be honest, nowadays women like to mix and match pieces picked from different collections,” said Chiuri. “Red always refers to a woman with a spirit that is poetic and romantic, but also rock ’n’ roll at the same time.”

“I think the biggest difference between the Valentino and the Red lines is that, while with Valentino we always refer to a couture, Roman world, Red is focused on an international point of view where the crossover of different cultures plays a relevant role,” said Piccioli, highlighting that the brand’s collections are connected to the aesthetic of the Anglo-Saxon world.

According to chief executive officer Stefano Sassi, Red Valentino accounts for around 10 percent of Valentino Group’s sales, which totaled 478 million euros, or $530.6 million, in the first half of 2015.

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