Sisleystories, Sisley’s new ironic Italian s/s 2015 ad campaign, is the brand’s new starting point for its global relaunch. The campaign portrays Italian rapper Fedez and his girlfriend, Giulia Valentina, shot by US photographer Wayne Maser known for having portrayed personalities such as Johnny Depp, Madonna, Mikhail Baryshnikov and Kayne West.

“After consolidating our presence in Italy in 2015, we want to continue our worldwide expansion from 2016 ahead,“ commented Paolo Batacchi, head of Sisley, managing the brand´s repositioning,  who also announced a series of new openings and restyling of Italian key touristic cities in Venice, Milan, Rome  and soon also Florence.

Sisley ss 15
Sisley ss 15

Sisley registers yearly revenues of €200 million and is sold worldwide through a total of 900 doors (including monobrand and franchising stores and shop-in-shops). Its major market is Europe and counts for 65% of its sales (40% of whose are represented by Italy). Their second most successful market is Korea which counts for 15% of their sales and is registering a fast-pace growth. Further expansion in other countries will be managed through partnerships with local partners as the recently signed one in Turkey (also see: http://www.sportswearnet.com/businessnews/pages/protected/Sisley-starts-new-distribution-agreement-in-Turkey_9178.html). They expect to soon sign other agreements in markets such as France, Scandinavia and the UK, plus Middle East and Eastern Europe.

“This new campaign wants to further communicate this brand’s evolution based upon three main pillars - sexiness, non conventional irony and contemporary beauty,” explains Pier Davoli, creative director, Sisley, also referring to a greater emphasis of bringing back most of the production of this brand to the Mediterranean basin that is now involving Turkey, Northern Africa, Eastern Europe and also gradually Italy.