Veil is a type of clothing that is often used in Indonesia. As the business time veil are more promising, because the more interest. However, most entrepreneurs veil build the same image on its brand. ELITA felt the market veil was too saturated, so at the end of the year 2017 decided to do repositioning. Repositioning is one of the efforts of a company in changing its image in the market. The purpose of this research is to discuss repositioning strategies ELITA in 2018. This research uses qualitative methods with a descriptive approach. The research source is an in-depth interview to some of the ELITA speakers, documentation, and archives. Test the validity of this research data using the source triangulation method. In this study found some findings. The first reason ELITA performs repositioning is the ideological brand owner who changed about the meaning of veil and women. Secondly, in addition to changing the ELITA ideology also changed the logos and social media content. Third Instagram utilized to inform repositioning content ELITA. Fourth brand activation is the ELITA way to spread the repositioning value and approach the consumer. ELITA has not been able to convey repositioning messages to its followers on social media. During repositioning ELITA also does not apply success indicators, whereas with the presence of success indicators can facilitate the repositioning process.