This is good news that will bring its dose of optimism to fashionistas in the heart of artichoke. Emblematic, this French brand of shoes once disappeared is preparing to experience a revival.
While the ready -to -wear industry is gray – the news being anything but optimistic, evidenced by the ultimate liquidation of Jennyfer in shops (last day today) – Nostalgic for the 90s will be pleasantly surprised by this news that falls out.
Born in 1973, this tricolor brand, known for its know-how in the world of shoes, has experienced several descents in hell before reborn from its ashes. Very appreciated by the French for the quality of its products, its expertise in leather, its shoes like its leather goods, the label was taken up in 2022 by the leaders of San Marina, then again placed in receivership in September 2023, before being finally ceded to three buyers in January 2024 (My young ladies,, DS Invest,, Union Brothers). We hadn’t heard of her since this last recovery. But without warning, she made a return with fanfare at the start of the year, thanks to Tiktok videos with a skillfully controlled buzz. This emblematic claw is none other than Minelli.
A new strategy has thus been advanced to reconnect with success. Buyers are aware that they are “Delay on digital” And therefore want to remedy it by working on “The development of communication (…) digital” (Challenges). Promise kept … and not just a little. In 2025, Minelli drew heavy artillery on social networks.
To awaken the nostalgia of the lovers of the label and those which are not yet conquered, Minelli relies on a communication full of cultural references drawn from the memories of several consecutive generations: X, Y and Z. On social networks therefore accumulate the winks to the series and cult films with which the millenials grew up (Gossip Girl,, 30 years otherwise nothing); with which generation X has entered adult life (Sex and the city); All, on trends, music (Fashion Designa of Theodora) and a platform (Tiktok) which conquered the Gen Z. Enough to keep its initial target while widening it with success. Since her arrival in February 2025, she has accumulated nearly 4,460 followers on Tiktok.
It also has a distributed tinged with a humorous tone which is reminiscent of the claws which use and abuse self -mate and reversal of stigma to erase the traces of a past of Fashion DisâtreS (Desigual). We almost closed, we survived and we gladly laugh by your side. “I Make Shoe Contact Before Eye Contact”can we read on Instagram or “POV: You thought Minelli no longer existed”in a tiktok reference to Hollywood GirlsRélie-Réalité broadcast on NRJ12 in the 2010s. Time will tell us if the case is in the bag or if the label is next to its pumps …
