The new brand identity, from Paco Rabanne to Rabanne, is said to pay tribute to its founder’s pioneering vision.

Rabanne has unveiled a new global brand identity, coinciding with the inauguration of its striking new Maison Rabanne space within the Terminal 3 arrival store at São Paulo Guarulhos International Airport (GRU) in Brazil.

Just in time for its 60th anniversary celebrations this month, the Maison has transitioned from Paco Rabanne to Rabanne, merging fashion and beauty.

As such, the GRU opening saw Rabanne Makeup being introduced to the Americas for the first time – all in collaboration with Rabanne’s long-standing travel retail partner Avolta.

The launch event, on 4 July, was designed especially to highlight the innovative spirit of Rabanne, with immersive visuals and a dynamic installation of the new brand image, capturing the Maison’s fusion of ‘avant-garde legacy and contemporary edge’.

Zooming in on the new brand direction for Rabanne sees a refined visual identity featuring a minimalist, lowercase logo and a bold new “R” monogram.

The brand codes are inspired by the original Calandre fragrance of 1969 and, says the brand, signals a ‘confident, modern chapter in Rabanne’s journey, uniting fashion and beauty as a singular, expressive lifestyle’.

The new Rabanne Makeup features high-performance formulations, couture metallic finishes and mirrored packaging.

The Rabanne Makeup collection features high-performance formulations, couture metallic finishes and mirrored packaging in celebration of the brand’s fashion codes – most notably the famous 1969 bag and signature XL link jewellery.

The line is intended to empower people self-expression through its four segments: Eyephoria, Rouge Rabanne, Nudes and Arts Factory.

As part of Rabanne’s strategic global expansion, travel retail Americas will feature five Maison Rabanne locations by the end of 2025, including stores in Bogotá, São Paulo, Mexico City, and Lima, with more to come in the years ahead.

READ MORE: Rabanne unveils its first fashion activation in travel retail at Heathrow

READ MORE: IAADFS builds Board of Directors with execs from Pernod Ricard, Puig & Lindt

READ MORE: Puig partners with Avolta to create Carolina Herrera pop-up in Madrid