Dance and fashion: Repetto's unique strategy

This book analyses the links between dance as an art form - but above all as a technical discipline - and fashion products, using the most iconic example: the Repetto brand. Dance enters the world of fashion through a variety of channels: collaborations on the creation of stage costumes, as a source of inspiration for designers' collections, and the incorporation of elements from the world of dance into communication strategies... Repetto, however, has stood out since its inception in 1947 thanks to an innovative founder, whose strategy has recently been successfully revived. Born out of a technical innovation designed for dance - the 'cousu-retourné' technique - the brand has managed to become a benchmark in fashion whilst maintaining a strong link with dance and amateur dancers. We will examine how technical expertise in dance enables a brand such as Repetto to operate in both the fashion and dance sectors, and how the two sectors reinforce one another within an overarching strategy.