Founded in 1980, Marina Rinaldi Group takes its name from the great-grandmother of the founder of Max MaraFashion Group, Achille Maramotti, who in 1850 owned a fashion atelier in Reggio Emilia, Italy. Since 1984 its collections have been available internationally from stores in such cities as Paris, Tokyo, Moscow and Düsseldorf. Until the founding of Marina Rinaldi there was no fashion group concerned with the fashion needs of curvaceous women.
Marketing
Marina Rinaldi began advertising in 1981. From its very first advertising campaigns, developed together with Emanuele Pirella, the brand developed a pioneering concept in an area where advertising aimed at plus-size women was nonexistent. The first idea was to present a line of clothing that could satisfy the needs of women who had, until then, been neglected by fashion and stylists. Marina Rinaldi was the first to introduce the Italian expression taglia comoda, replacing the traditional term taglia forte which had been used until then to describe this type of product. Marina Rinaldi has employed some of the world’s most famous photographers in its advertising, including Arthur Elgort, Peter Lindbergh, Patrick Demarchelier, Greg Kadel, and Craig McDean. The faces of the brand have included India Hicks from Autumn-Winter 1998 to Autumn-Winter 2000, Carré Otis from Spring-Summer 2002 to Autumn-Winter 2003, and Tatjana Patitz from autumn 2009. In 1991 MR Characters, the brand’s house organ, became the first Italian magazine dedicated entirely to the demands and desires of curvaceous women, and included not only fashion reports, but also articles on design, literature, art, cooking, travel, beauty and wellness. In 1992, 450,000 copies of the first issue of this free semiannual magazine were distributed in English, French and Spanish translation at Marina Rinaldi stores worldwide. In July 2010 Marina Rinaldi collaborated with UK pop bandTemposhark using their songs Joy and Crime to promote their latest fashion campaigns. In 2011 Marina Rinaldi launched MR Denim Collection, the collection dedicated to jeans. 7 styles for 7 different fits with Crystal Renn, curvy top model, as the new testimonial. In February 2012, Melissa McCarthy wore Marina Rinaldi at the 2012 Academy Awards.
