De Rigo announced the arrival of its fourth and new house brand intended to enrich the Group’s portfolio with a 100%-female brand, designed and produced with women in mind, Yalea.
This is how Yalea came to be, the new brand of sunglasses and prescription eyewear that aims to promote contemporary women by supporting their freedom of choice, encouraging their talent, and rewarding their personal beauty. A timeless, elegant, and feminine brand that is an inspiration to all women.
Yalea goes beyond fashion to inspire strength and confidence, combining aesthetic and ethical values with which each and every woman can identify. And the brand does so concretely, in the planning and design of the collection in which the shapes frame the face without concealing it and the styles take the names of truly inspirational women. A tribute to women of different backgrounds, cultures, ages, and eras, not necessarily famous but who, in different countries and fields, have distinguished themselves owing to their life choices, commitment, and achievements.
The idea behind the two women chosen to endorse the Yalea brand further echoes this ethos. Two internationally-renowned models, Cindy Crawford and Bianca Balti, differing in age and style, but both expressions of harmony between exterior and interior beauty. Two women committed to promoting a conscious, independent, and attentive take on femininity, in keeping with the values that characterize Yalea.
The coordinated image created for Yalea embodies the brand’s values in every detail. The logo expresses essentiality and elegance through the choice of a clean and sober font, with a touch of originality provided by the inversion of the letter ‘Y’. The brand’s institutional color palette suggests a renewed sense of femininity in which the nude tones are illuminated by coral-hued notes to symbolize the strength, passion, and vitality of women.
Proudly boasting over 40 years of savoir-faire, De Rigo – with the launch of Yalea – enriches its portfolio with a new proprietary brand joining Police, ST!NG and Lozza, in addition to the various lines licensed with prestigious fashion houses.
De Rigo has worked hard to innovate the business model and re-think its organization in order to intelligently address the challenges posed by contemporary markets. With this new project, the company wanted to invest in the creation of value starting from its strengths. Not just skills, but also inspiration, resources, and profound and ever-updated knowledge of the market and trends. The Yalea collection will be available for delivery later this fall.