“The image is the product”, is the absolute protagonist also in communication.
Over the years, the brand has created a strong and recognizable 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 is 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 apparent in the videos.
The product remains at the centre of marketing activities, installations, special projects in flagship stores and pop-ups with clients of international importance.
Both website and social media reflect the clean and industrial aesthetics of Stone Island.
The social media of reference is Instagram, flanked by the main platforms: Facebook, Twitter, Pinterest, You Tube 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. Since 2015, STONE ISLAND PRESENTS the project for international music events featuring high profile talents from the electronic music scene and more.
Furthermore, STONE ISLAND SOUND, founded in 2020, is the project that supports contemporary music productions. A harmonious set of playlists, record releases and soundtrack for stores with the aim of promoting local scenes and communities while building an ideal world sound map.