PACKAGING

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 enchantment drops. We wanted to feel vivacious and glowing in all of these pieces and hope they bring you the same joy for years to come.

PIANELLA's 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 hippie 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 will become 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 5,500 pieces per design and color. Once gone, they are not restocked.

Some Permanent Collection styles and Emerging Collection pieces will become available through a curated selection of global stockists each receiving only a limited allocation, or even a design exclusive to the retailer while others will remain exclusive to the PIANELLA'S 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 global availability but will only remain available for 7 days.

NO INSTAGRAM & TIKTOK ACCOUNT

You’ll notice we do not have an Instagram or TikTok account. This is intentional.

We want you to feel as though you are the only one in the world wearing the pieces you choose and they only one that has discovered them and added them to their wishlist. That they are your discoveries rather than something you have already seen on someone else, making you automatically feel like a follower rather than the trendsetter.

Personally, this way of shopping and discovering new styles made us more and more unhappy. We believe that the richest style comes from real life: travels, dinners, mornings, memories.

MINIMAL SCREEN TIME

So with that, we prefer not to be involved in tying our clients to watching brand content for another hour under the pull of a shifting algorithm and bombardment of advertisements when they are on their vacations. Long-Term, this would see us also loosing alignment with our brand voice over time.

We don't see any added value in connecting with our clients in this way as it would only create the illusion of connection and we'd need to produce content and adverts that neither add to the brand nor anything of value to our client's lives.

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.

PINTEREST & WISHLISTS

We do have a Pinterest account as this is the platform we personally use to create our wishlist of pieces we want to add to our collections, places we want to visit and projects we want to bring to life. We see the platform not as a passive social media channel rather than a visionboard board through which we are actively creating the lifestyle and goals we envision..

This is a quieter, and hopefully again a more enchanting way of shopping, which remains our favorite activity in the world.