Capezio has been “dancing since 1887,” and has become a reputable brand and household name for young dance students and professional dancers alike. While Capezio is known for its collection of ballet shoes, tights, stunning leotards, warm-ups and activewear, and continues to be a reliable source for all things movement, the brand is now starting its own movement.
The movement is a mission to choreograph a culture of confidence, health and performance. These days, we realise the importance of health and well-being, of instilling confidence and not fear into our youngest dancers, and of celebrating diversity, because dancers and movers can come in all shapes and sizes.
As the first steps of this movement, Capezio has set out on a new brand direction and ethos, with a vision of a future where all dancers and movers are healthy, confident and thriving.
“Our mission has always been, and continues to be, to boost the confidence of dancers and movers of all kinds,” says Capezio Brand Director Brianna Terlizzi. “That’s why we created our slogan: ‘Confidence in Capezio.’”
When dancers feel confident in what they’re wearing, they’re more likely to feel more confident in how they’re dancing and moving, which can translate to overall self-confidence in daily life.
Capezio started as a family business in 1887, when then 17-year-old Salvatore Capezio opened a small shoe repair shop near New York’s old Metropolitan Opera House. He quickly gained status as someone who was reliable and talented in the industry. Dancers flocked to his store, and in 1892, he was appointed as the official shoemaker for the Metropolitan Opera House.
Dancers would discuss their shoe needs with Salvatore, which became a great passion for him. He created a special pointe shoe for ballerina Anna Pavlova, and his footwear became the footwear for performers in Broadway shows. Industries outside of dance recognised his work – Capezio’s ballet flat has even been on the cover of Vogue back in 1949, and today the popular Hanami ballet shoes were featured in this year’s Australian Fashion Week. Celebrity performers like Taylor Swift, Beyoncé and Lady Gaga have been seen to wear Capezio’s products designed specifically for live performance.
Salvatore’s legacy and dedication continues to be threaded through the company’s mission, as Capezio is known for responding to customer feedback and maintaining strong relationships with each vendor and employee. In this way, Capezio cultivates a sense of community and belonging, working to be sure every voice is heard and represented. As well as sponsoring major events and competitions, Capezio Australia support many smaller community based events each year.
This is also evident in the variety in Capezio’s offerings. The brand is very aware of the many types of movers and dancers that exist – all ethnicities, body types, disabilities, gender identities, ages and skin tones. Just look at the many shades that Capezio’s ballet shoes are available in, and seeing the 12 shades of Capezio’s tights is like seeing the whole world.
Showing diversity is not new for Capezio, though, and doesn’t only refer to skin tone. The diversity is also in the authentic sense of self, celebrating the aging and natural body, as well as the varied skillsets of people who may be shopping for dancewear and fitness attire. Capezio’s products are not only designed for the professional dance star; the clothing and shoes, which come with its rich history of design, serve recreational dancers, too, as well as dance and movement educators. And the company creates designs that look good and feel good on every body, even a maturing one.
In fact, Capezio strives to celebrate natural beauty and the natural body. For its catalogue and marketing shoots, Capezio models can do their hair and makeup as they like it, and there are no photo alterations made to change an image. In addition, all products are tested on real dancers and movers before being put on the market, resulting in more authentic designs.
“We strive to build trust with our customers by delivering high-quality products at an affordable price,” Terlizzi says. “Beyond that, we aim to inspire personal confidence in everyone who wears our products. And personally, I just want our dancers to love our products, and them love themselves.”
Capezio’s ethos and spirit – which encompasses celebration of its legacy, diversity inclusion and boosting confidence – is the type of movement that we should all incorporate into our practice. It can teach us to accept differences, strive for positive change, break down stereotypes, and support others with these values every step of the way.
To shop Capezio, visit www.capezio.au.
By Laura Di Orio of Dance Informa.
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