On October 13 and 14, 2024, the Vingino head office and grounds in Harderwijk transformed into a winter paradise. Provided with warm syrup waffles, music and an ice skating rink, customers and buyers could view the latest collections from Vingino and sister brand Raizzed. The event not only offered two days of playful fun for customers and families, but was mainly about the future plans and the presentation of Vingino’s new branding strategy. FashionUnited attended the event and gained insight into the new brand story of the iconic children’s brand.
Vingino’s roots in Italian craftsmanship
Founded in 2001, Vingino started its journey with a single pair of vintage jeans discovered in an Italian store. This served as the basis for the brand’s signature style, which combines high-quality denim with modern designs that emphasize playful details and Italian craftsmanship. In the following years, Vingino expanded their collection with tops, jackets, skirts, accessories and shoes, with denim always central. Every Vingino garment tells a story, and this philosophy remains a driving force behind their success, both nationally and internationally. Vingino is now available in 48 countries, not only in Europe, but also in Latin America and the Middle East.
The rebranding of Vingino: a renewed focus
During the event, Vingino’s rebranding was discussed extensively. “We will have to pay more attention to the rapid changes in the children’s clothing market and therefore also examine your brand strategy more often,” says Jan van den Berg, CEO of Love for Denim. To sharpen the brand strategy and position it as the iconic children’s denim brand, Vingino has hired marketing agency Bons Agency. The brand’s ambition is: “To become the most iconic children’s denim brand in the world”. The focus is on strengthening the brand story, with an emphasis on denim, heritage and core values. The rebranding creates an even clearer brand identity that resonates with today’s parents who previously wore Vingino.
According to Van Tilborg, co-founder of Bons Agency, it is crucial for brands to clearly communicate their unique position. “We have redefined Vingino’s brand storyline, not completely changing it, but adapting it to today’s context.” The brand focuses on the theme ‘Crafting Tomorrow’s Icons’ and positions children as the icons of tomorrow. This is reflected in both the photography and the brand’s visual identity, which places children at the center and is photographed from an ‘adult lens’. This ties in with the original Italian inspiration; In Italian culture, children are praised and are the center of the family. The brand is also introducing a new logo, which will now be used in their marketing communications and clothing, making the brand immediately recognizable.
New collections and future-oriented strategies
In addition to the workshops, activities and rebranding, Vingino also presented their new collections in a fashion show, including the Winter Jackets 25, the Raincoats collection and capsules inspired by Western Cowboys and festival outfits. Denim remains the centerpiece of the collections, with iconic pieces durably designed to withstand children’s adventures. Vingino also introduced their latest campaign, ‘The Class of Denim’, which taps into the nostalgic vibe of the ’90s. This campaign serves as a prelude to a larger consumer launch in SS25, focusing on both traditional and new media, including collaborations with influencers on platforms such as Instagram and TikTok.
Another important step for Vingino is their commitment to sustainability. The brand has joined the Dutch ‘Denim Deal’, which encourages the use of post-consumer recycled material. From January 2024, 20% of Vingino’s denim collection will consist of recycled materials, an important development in their pursuit of a more sustainable fashion industry.
A family business with a heart for the future
With their renewed focus on sustainability and the iconic status of denim, Vingino remains true to its roots, while at the same time taking ambitious steps towards new markets and a broader consumer base. The event and its warm atmosphere offered a unique blend of nostalgia and innovation, cementing Vingino’s position as a leading children’s brand ready to dress the icons of tomorrow.
Source: fashionunited.nl
