REPETTO

Dance transcends cultures, generations, and spaces; it is a boundless form of expression.
Since 1947, Repetto has combined the values of dance with French luxury to offer its clients a seamless experience—comfort, agility, and performance.

THE PITCH

Repetto approached us to rethink its digital ecosystem.
Beyond a website redesign, the goal was to modernize the brand’s image and fully integrate the sport line into its territory.

Our approach was built around three complementary pillars:
Strategy — analyzing the brand’s current challenges, understanding the evolution of its audiences, and defining a new direction capable of reconciling heritage and modernity.
Content production — developing agile and contemporary solutions to meet the growing demand for content, while ensuring consistency, desirability, and performance.
Website — designing a platform that is both transactional and editorial, able to showcase the brand’s history and craftsmanship while delivering a tailored user experience aligned with this new direction.

ROLE

I led the strategic repositioning of the brand, grounding it in cultural insight and defining a clearer, more contemporary posture.

I reimagined the content ecosystem — building a model capable of producing more diverse, channel-native content without losing coherence or desirability.

Finally, I directed an outstanding team to craft the entire UX and UI experience, translating strategy into a tangible, seamless digital expression of the brand.

CONTENT STRATEGY

ASSESSMENT: STRENGTHS AND WEAKNESSES

CLASSIC DANCE

Classical ballet is one of Repetto’s core strengths — central to its DNA and backed by genuine expertise within the professional dance world. This deep-rooted legitimacy reinforces the brand’s prestige and authenticity.

However, such a strong association can also create rigidity. By being so closely tied to ballet, the brand may limit its ability to expand into new markets and broader content territories, constraining its evolution.

MUSE

Repetto’s historic muses — Serge Gainsbourg, Zizi Jeanmaire — have built a powerful cultural capital. They embody a singular vision of French culture: free, elegant, and impertinent. This foundation is a valuable asset.
However, if not reactivated, this heritage risks anchoring the brand in nostalgia. These figures belong to another era. To remain desirable, Repetto must engage a new generation of ambassadors capable of reinterpreting its codes, expanding its audience, and expressing its values in a contemporary language. The challenge is not to break from the heritage, but to project it into the present.

MOUVEMENT

Movement is at the core of Repetto’s DNA. Through dance, sport, and lifestyle, it connects all product lines and offers a powerful bridge between heritage and modernity.

Yet its expression remains largely static. With limited use of motion or video, the brand’s visual language feels frozen — creating a dated perception that weakens its dynamic potential.

UNDERSTANDING CROSS-CULTURAL ISSUES

Classical and contemporary dance are no longer confined to traditional codes; they have become a space for cultural dialogue, a driver of modernity and inclusion. Today, artists, filmmakers, and brands integrate these forms into their work, reinterpreting them through diverse cultural lenses and creating a fresh perception of this art. The blending of styles—hip-hop, Voguing, K-pop, or street culture—with classical dance generates a visual language that is both accessible and appealing to wider audiences. This cultural crossover meets a growing societal demand for inclusive and inspiring representation while driving engagement and curiosity. For Répetto, these trends highlight the brand’s opportunity to act as a catalyst for intersections between artistic universes, where cultural hybridity and innovation become strategic levers to strengthen relevance, modernity, and reach new audiences.

This content must be embedded in a broader vision that genuinely addresses the social realities of new generations in order to stay relevant and appealing to younger audiences.

FROM DANCE

TO POP CULTURE

These two examples perfectly illustrate how classical dance can serve as a lever for modernity and inclusivity. Angel’s music video pairs a pop icon with classical dancers, showing how the art form can enrich popular culture and reach new audiences. The Jott commercial places classical dancers on a contemporary road trip through Marseille, demonstrating how ballet’s precision can dialogue with urban and modern contexts. Together, these cases highlight the power of cultural hybridity: surprising, engaging, and repositioning a traditional art as a living, accessible, and transversal language—fully aligned with Répetto’s strategic vision.

DANCE'S EVERYWHERE

AND IN EVERY

CULTURE

Bintou Dembélé became the first Black woman to choreograph a ballet at the Paris Opera, blending krump, voguing, waacking, and Baroque music to reinterpret Les Indes galantes. Vinii Revlon, a European voguing legend, brings his energy and ballroom vocabulary to the stage. Their collaboration demonstrates how street and marginalized cultures can enter classical institutions, challenge aesthetic norms, and reach new audiences.

AREA OF

EXPRESSION AND

LEGITIMACY

FASHION & LIFE STYLE

Language: Trend-focused
The goal is to showcase fashion in motion and highlight collaborations that merge style with cultural relevance. By tapping into trends and cross-disciplinary partnerships, the brand positions itself as a forward-thinking player in the lifestyle and fashion space.

DANCE

Language: Professional
The objective is to stay connected to cultural movements and maintain credibility within the dance community. Engaging with professional dancers and choreographers ensures the brand resonates authentically with the artistic world.

ATHLEISURE

Language: Community-focused
The aim is to reach diverse communities—crossfitters, yogis, runners, and more—through shared values and active lifestyles. By fostering inclusivity and participation, the brand builds strong connections across multiple fitness and wellness subcultures.

From Fashion to Dance 

From Sport to Dance 

USER

EXPERIENCE

A CUSTOMISED JOURNEY

A METHODOLOGY BASED ON USER TESTS

Our UX methodology is grounded in user testing to ensure insights reflect real perceptions. We began by engaging people on the street to understand their initial perceptions of the brand and identify areas for adjustment.

Consumer perception does not seem to align with Repetto’s reality.

Interface user testing

We then conducted tests on digital interfaces, evaluating brand perception, shopping experience, and engagement with editorial content. This iterative, hands-on approach allowed us to align the product and experience with users’ expectations, bringing accuracy and relevance to our design decisions.

Good quality

Prissy

Expensive

Too girly

Confortable

HOW TO CRAFT A DISTINCTIVE EXPERIENCE?

THE CREATIVE CONCEPT WAS DESIGNED TO ADDRESS THE DUAL CHALLENGE OF PREMIUM E-COMMERCE:

balancing branding and performance. Four key shopper personas were identified, each with a distinct relationship to the brand and its products. The site and user journeys were therefore crafted to accommodate diverse needs and varying levels of brand engagement. Looking at the evolution of the site—2000: highly experiential but low e-commerce focus; 2015: high-performing but storytelling diminished—our approach for 2030 combines both strengths. Flexible e-commerce templates allow the brand to express its identity while delivering a seamless, high-performance shopping experience.

A METHODOLOGY BASED ON USER TESTS

Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by clicking on the yellow edit icon. After you are done just click on the yellow checkmark button on the top right. Have Fun!

A METHODOLOGY BASED ON USER TESTS

Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by clicking on the yellow edit icon. After you are done just click on the yellow checkmark button on the top right. Have Fun!