Brand Philosophy

The brand world is built around a core collection of signature pieces - our “Permanent collection." The silhouettes that define the PIANELLA holiday & lifestyle wardrobe.

These are the foundations: the shapes that feel effortless, vivacious and timeless. Ready to be styled endlessly. The full collection will be revealed gradually over the next two years, piece by piece, as the brand unfolds.

Those are pieces designed to become part of your Permanent Collection. The ones you always return to, like the bikini or the dress that always makes you feel amazing. Once you find the shapes that truly flatter your body and personal style, you shouldn’t have to reinvent your wardrobe every season.

But that doesn't have to mean the usual palette of beige, white and black of most capsule pieces, but instead, the beautiful colors, embellishments and prints of our permanent and emerging collections and magical drops. We wanted to feel vivacious and glowing in all of these pieces and hope they bring you the same joy.

We remembered how in the 2000's we used to admire a piece on our wishlist for years or hunted it across the globe because it was not available in our country or only available in limited quantity in our country. What seemed like inconvenience back then, actually held a little bit of magic of discovery in it.

While sure, convenience and constant availabilty of everything globally and a product catalogue that is 40-pages long and updated twice per day, is comfortable but there is no memorable shopping experience attached to it, nor do the styles suit is much in the long-term and we felt the excitement we used to have for a particular piece fade.

We wanted shopping and hunting for a piece feel like an adventure of a treasure hunt again since we believe that the pieces should find the customer and encourage our clients to buy what they feel instantly drawn to, not the color on trend. We promise you, you'll know which piece is meant for you.

PIANELLA was brought to life with the goal to to transform those pieces that have become our wardrobe essentials into a vivacious blend of soft glamour, sophisticated hippy and a 90's magazine editorial.

Each Permanent Collection style remains part of our DNA and online store offering, and is offered in our signature classic colorways and prints.

These pieces are restocked quarterly, in strictly limited global quantities of 20,000 pieces per quarter. Once a restock has sold out, that piece will not return in that particular signature color until the next quarter begins.

Check out the product details below each product listing to see which of the available colors are signature classics and which are seasonal edits only.

If a piece you love has sold out, don't worry. Simply join the waitlist. Waitlist members receive priority access and are able to purchase their pieces two weeks before each public restock.

Our jewellery collection is available without a global limitation, however to allow space for new designs, some of our design will only be available for one season and then become an archive item which can only be purchased in our annual archival sale that is exclusive to our members.

It will not be announced which of the jewels will become an archival piece and which ones remain available for sale for a longer time.

Once a year, selected Permanent Collection silhouettes are reinterpreted in new prints, fabrics, and embellishments to create seasonal edits our so called Emerging Collection. These styles are produced in limited editions of 2,500 pieces per design. Once gone, they are not reproduced.

Some Permanent Collection styles and Seasonal Edit's may also be available through a curated selection of global stockists each receiving only a limited allocation, while others will remain exclusive to our online store.

Unannounced drops of new styles, colors and print will happen a few times throughout the year. Those pieces are unlimited in terms of availability but will only remain available for 7 days.

This is how we approach running a clothing brand. With our promise to let the brand evolve at a slower, more intentional rhythm that allows for pieces to become and remain the cherished treasures they once used to be and become inextricably interwoven with beautiful new memories and chapters rather than pieces bought in haste, hardly worn and then forgotten.

This allows us to also create the most sustainable practices across our supply chain and manufacturing process with our hearts at the core and the people across it in mind, not just the pace of selling a new garment.

You’ll notice we do not have social media accounts.

This is intentional.

We want you to feel as though you are the only one in the world wearing the pieces you choose. That they are yours, not part of an endless scroll of sameness. We believe that the richest style comes from real life: travels, dinners, mornings, memories. We prefer not to be involved in tying our clients to watching content for another hour under the pull of a shifting algorithm, that would see us loosing alignment with our brand voice over time and our clients comparing themselves before their order even arrives.

However, we love seeing how you bring PIANELLA into your world. If you'd like to share a photo of yourself in the styles or a collage you created featuring the pieces or let us know where you wore them too, we'd of course love to see those. These images/messages will not be shared/featured or used for content. Simply send us a note to contact@pianellas.com.

Instead of a corporate social media presence, we dedicate our focus to creating seasonal digital and print campaigns which will be shown exclusively on our website and through selected print publications across the globe.

We cherish building genuine relationships with our clients, but we also value a pace that protects beauty, imagination, and attention. This is a quieter, and hopefully again a more enchanting way of shopping, which remains our favorite activity in the world.