“The image is the product”, is the absolute protagonist in every marketing activity, starting from communication.
Over the years, the brand has created a strong and recognisable iconography entrusted to the multiculturalism expressed by the faces of the models and the direct photo shoot on a white background where the garments are perfectly legible.
The detailed description of the fabric and the treatment of each individual garment are also present in the advertising campaigns.
Stone Island’s tone of voice is direct and informative. Without adjectives, it is closer to the rigour of industrial design than to the world of fashion and lifestyle: a solid brand visual identity is also expressed in the videos.
The product remains at the centre not only of marketing activities but also of installations, special projects in flagship stores and pop-ups with clients of international importance.
Both its website and its social media platforms reflect the clean and industrial aesthetics of Stone Island.
The social media of reference is Instagram, flanked by the main platforms: Facebook, X (Twitter), Pinterest, YouTube, TikTok and Vimeo, in addition to Chinese social media: WeChat, Weibo and Little Red Book.
Stone Island has a very active fan base that interacts intensely with the official account and that promotes the brand through many spontaneous fan-based groups on social networks.
Over time Stone Island got closer to the music world, an important brand’s communication tool, with STONE ISLAND PRESENTS, a project for international music events featuring since 2015 high profile talents from the electronic music scene and more, and with STONE ISLAND SOUND, founded in 2020, a project that supports contemporary music production with the aim of promoting local communities while building an ideal world sound map.
In 2023, Stone Island announced a global multi-year partnership with Frieze, a leading international contemporary art and culture platform. Commencing at Frieze London in October 2023, Stone Island became the Official Partner of Focus, the section dedicated to galleries of younger talents, and of Frieze 91, the global membership program that provides access to the communities and art-shaping contemporary culture.