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MADRIGALE is a Russian womenswear brand created by fashion designer Anna Russkikh. At the core of the brand is the idea of everyday luxury: striking, sensual, and expressive looks should not remain only for special occasions but can become part of daily life. The name comes from the Italian word madrigale — a musical-poetic work created with love. Each piece of the brand unfolds like a separate madrigal: romantic and tender, yet bold, characterful, and slightly daring.
CHALLENGE
Our task was to comprehensively update MADRIGALE and create a cohesive brand image that matches its authorial aesthetic and product level. It was necessary to combine romanticism, theatricality, and a sense of luxury with a modern visual presentation, create a recognizable system for collections, the online store, packaging, and social media, and build a unified customer journey across all touchpoints.
The core idea of the brand became everyday luxury. MADRIGALE shows that the right to look bright, sensual, and spectacular does not depend on the event or occasion. The brand's mission is to fill everyday life with beauty and help a woman feel worthy of admiration every day. Clothing becomes not just a wardrobe element, but a way to express self-love, emphasize character, and turn an ordinary outing into a special moment.
The corporate identity is built on a combination of theatrical expressiveness, French-Italian aesthetics, and contemporary femininity. Deep red became the brand's central color — a symbol of passion, confidence, and emotionality. It is complemented by ivory, black, and dark chocolate shades. The contrasting palette creates a feeling of stage light, vintage theater, and private luxury. The system includes a logo, MD monogram, custom illustrations, hearts, kisses, arrows, dog silhouettes, and an animalistic pattern. The elements can be combined with each other and adapted to different collections and formats.
At the research stage, we analyzed independent fashion brands, the demi-couture segment, visual codes of European fashion, and the characteristics of audiences choosing clothing with a distinct character. Special attention was given to the balance between romanticism and boldness. MADRIGALE should not look overly classic or formal. The brand needed a contemporary language capable of conveying luxury, emotionality, and irony without creating distance.
We developed a scalable visual system that works in both restrained and accent-driven communications. The logo and monogram, packaging, gift certificates, labels, tags, cards, envelopes, bags, boxes, and other printed materials were designed. For the collections, a system of custom names and graphic narratives was created, allowing for a distinct atmosphere around each launch.
The interface design was developed in Figma, and the online store was built on the InSales platform. The platform provides management of the catalog, products, stock, orders, promo codes, and customer data. Responsive layout ensures the site works correctly on desktops, tablets, and mobile devices.
FIGMA
INSALES
For the online store, the necessary e-commerce tools were connected: online payment, delivery, feedback forms, order notifications, and a catalog management system. Basic analytics were also set up, along with technical parameters for indexing and an administrative panel that allows the brand team to independently update products, collections, and content.
A flexible template system was created for publications: collection announcements, product cards, look presentations, special offers, informational materials, and brand image posts. The design retains the character of a fashion editorial while remaining commercially functional, allowing the product to be the main element of communication.
Stories became a more dynamic part of the visual system. Templates for announcements, selections, new arrivals, product reviews, promotions, and interactive materials were developed for them. The formats easily adapt to different collections while maintaining the overall MADRIGALE style — sensual, theatrical, and recognizable.
