Melinda
ASK
Melinda has commissioned Connexia to develop a campaign to amplify the collaboration between Dolce Vita apple and Fiorucci’s brand “Love Terapy” for Milano Fashion Week FW 2025/2026.
WORK
What made Lovely, the iconic character from Love Therapy by Elio Fiorucci, fall for Melinda Dolcevita? The irresistible sweetness of the juiciest apple from the Val di Non Consortium, revealed at first bite.
Connexia built a multi-channel campaign around this story — spanning social media, influencer marketing, OOH, and a web partnership with RCS — active from February 25 to March 3.
During Milan Fashion Week, the two brands offered a pink pop-up experience at Edicola Civic, Corso Garibaldi 83, with exclusive tote bags and a sweet surprise: a Dolcevita apple.
SERVICES
Creativity, PR, Content
