Miriade (finally) relaunches the Biasia brand (and repositions itself)

Miriade (finally) relaunches the Biasia brand (and repositions itself)

The relaunch, with simultaneous rebranding, of the Biasia brand has come to fruition. The fashion house has been part of the Neapolitan Miriade group since 2015. And it presented itself during Milan Fashion Week with the new light blue logo (instead of the peacock colour). And with a new it-bag, the Y2K. This bag recalls the elegance and practicality of Lorenzo Biasia‘s historical bags. Made in two sizes and in seven colours, from black to light blue to shades of fuchsia, it sees leather as the protagonist, also laminated, without forgetting the use of nappa calfskin, crinkled kid and crocodile prints.

The relaunch of the Biasia brand

Behind the logo and style refresh is a team of creative directors: Salar Bicheranloo and Francesca Monaco, who headed the Salar and Themoiré brands. They already collaborated with Miriade. For Biasia, “we simply had to revive and re-propose,” explains Bicheranloo to Fashion Network, “in a modern key, keeping the values intact. The brand’s roots go back to the craftsmanship of the tannery from Veneto, and in fact the bags are made of all-Italian leather”.

The repositioning

Biasia was born in 1977 in Dueville, in the province of Vicenza. For years it was at the top of Italian leather goods. For Miriade, the investment in the new look is certainly an upgrade that can open up new markets on the luxury front. First of all the United States, without forgetting Europe.

Photos from Instagram

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