Pinko dresses the Rinascente in Milan and Rome

New look for Rinascente in Milan and Rome. Pinko is taking over the two stores until March 11 and, with the Pazzesco Pinko concept, is presenting shop windows, pop-ups, installations and activations in the department stores with the iconic face of Mariacarla Boscono and statement pieces from the spring-summer 2024 collection such as the Love Bag Click Puff. Pietro Negra, founder and president of the Fidenza-based brand, talks about the project: "We are honored to bring Pinko's values and novelties for Spring/Summer 2024 to the Rinascente stores in the Eternal City and the beating heart of tricolor fashion. There, we will surprise visitors with site-specific visions to honor an important project. Our company, which has its roots in an Italian family history, is ready to seal the relationship with our country and with the Rinascente brand house, as they are references for luxury shopping."

"Confident, imaginative, sexy, irresistible" is how Negra describes Mariacarla Boscono, who embodies the Pinko woman par excellence in the new campaign, photographed by Pablo Di Prima and styled by Lorenzo Posocco. It is she who, with her magnetic personality and unmistakable voice, attracts the attention of passers-by in the shop windows and invites them to explore the Pinko universe, starting with the garments and accessories for the warm season. Highlights of the SS24 collection include the Click Puff Love Bag in white and black, the same model worn by Boscono in the campaign images, and the flat slingbacks with mirror effect, studded with rhinestones and embellished with straps and buckles.

The Pazzesco Pinko signature look at Rinascente in Piazza Duomo in Milan and Via del Tritone in Rome doesn't stop at the windows or entrance doors, but also adds a touch of 90s glam to the escalators and elevators, as well as the 4th floor, which has been transformed into a pop-up store entirely dedicated to shoes. Here, visitors can experience a fascinating, temporary space that reflects Pinko's bold, sensual and never banal DNA. The plus? 15 models displayed in a metallic monolith, inviting the Pinko community to interact and share the codes of esthetic freedom and personal style.