Meltin’Pot, the Italian denim line, has launched its online store. The new site is the result of a collaboration between the brand and Armando Testa, the advertising communications agency, and Bitmama, the leading company in cross-platform communications and digital brand marketing.

The site will be regularly updated and offer unique online offers, Meltin’Pot news, essential styling tips for the season, and special tips on keeping Meltin'Pot items in optimum condition with re-styling and washing suggestions.

According to the company, the shop, even if virtual, conveys the emotional spirit of the brand and on a graphic level interacts with the product via smart navigation around the product selections. Additional and exclusive news content also feature, for example, a one-off preview of videos and backstage shots from the F/W 09 campaign, showcasing the world of Meltin’Pot. Cool animation and high-def images mixed with user-friendly navigation ultimately make up the ingredients for the new Meltin’Pot experience.

—Maria Cristina Pavarini