SPORT DELLA VITA
The founder of Ellesse - Leonardo Servadio, is an Italian business man and a family man. He created the brand to represent Italy as a country and show the heritage which all Italians are very proud of - skiing. This is one sport that always has and always will be represented by Italy due to the beauty of their Alps.
The brand was found in the late 1950s, however they became globally known in the mid 70s for their very famous ski-wear. The quilted jackets became the
it of the era and Ellesse increased its incomes, which made them one of top world known designers. The 60s were the time at which the brand started developing their marketing patterns and started being very individual in terms of what they wanted to achieve. They discovered a performance enhancing fabric which helped them make all of their outfits comfortable to wear, as well as, very fashionable.
Ellesse became
Ellesse in the late 60s. Before that, there was L&S - from the initials of the brand founder. Changing the name and logo of the brand gave them a great opportunity to put themselves higher in the market and make their garments more modern. This was a great revolution for Ellesse.
The
Jet pant were born in the 70s - the skiing trousers which were not only incredibly comfortable but also well tailored and fashionable. The leg fitted around the ski boot and covered it to keep the feminine look.
Jet pant were beautifully figure hugging which is what made them so popular within the female market.
The brands popularity within the ski-wear became a passport to other sports. Ellesse chose to concentrate on tennis next which also is included in their logo - half a tennis ball, which was made very conveniently to fit the tip of the skis on the sides.
Currently the brand continues to create a range of unique sportswear within the Italian market. However they are not as popular anymore as they used to be back in the late 20th century.
To represent the brand well and get a better understanding of it I was asked to create a moodboard for it.
xoxo