Marina Rinaldi Rewrites Its Logo and Its Stores in a Pearl-and-Measuring-Tape Rebrand
Marina Rinaldi, the plus-size and curvy fashion label owned by the Max Mara Fashion Group, is rebranding with a new logo, a new manifesto and a plan to turn its shops into lounges. The rebrand was detailed on 9 September 2026 by WWD, which reported the changes from the brand's management.
The label's new manifesto reads "Size Doesn't Matter." Its campaign visually centres on a pearl — described by the brand as a symbol of refined and indomitable femininity — paired with a tailor's measuring tape, a nod to Marina Rinaldi's first historic campaign. A redesigned logo accompanies the shift. (WWD)
Sheila De Pietri, the brand's general manager, has said the aim is to keep the focus on women and empower the brand's clients. The core customer sits in the 40-to-55 age bracket, according to WWD. Past campaign faces have included Ashley Graham, Patricia Arquette and Precious Lee. (WWD)
Founded by Achille Maramotti — the same industrialist whose name sits on Max Mara — Marina Rinaldi has built its identity around well-made clothing for sizes that mainstream luxury has historically neglected. The brand positions itself as a global leader in design for curvy and plus-size fashion, a segment that still has few competitors at the upper end of the market. (Mujer Hoy, June 2025)
The rebrand extends to retail. Marina Rinaldi operates 60 directly owned stores — half of them in Italy — alongside 70 franchised stores worldwide, and sells through 600 multibrand retailers, the independent shops that carry multiple labels. Those directly operated stores are being refitted as lounges, with the brand citing a London town house as its blueprint for the new format. (WWD)
This is not a one-season reset. The rebranding began a season earlier, with a "next step" initiative reported in February 2026 by Milano Finanza. The current round — new logo, manifesto and store concept — is the public-facing expression of a process already in motion. (Milano Finanza)
On the product side, Marina Rinaldi's Spring/Summer 2026 campaign is titled "The Art of Attention" and presents a "Best Of" selection from its archive. A capsule collection for the same season, a collaboration with the Beirut-born couturier Georges Chakra, was unveiled as a world exclusive on 14 October. The brand has a track record of designer collaborations, including a size-inclusive summer capsule with Sara Battaglia in 2024. (Marina Rinaldi; Marina Rinaldi; Marie Claire, June 2024)
What makes the rebrand worth watching is the retail bet. Turning a shop into a lounge — a town-house-style space where a customer lingers rather than browses — is an expensive format for a brand with 60 directly operated stores to roll out. Whether the pearl-and-tape image pulls in a younger customer, or deepens loyalty among the 40-to-55 core, will show in the footfall and the sell-through.
