Since the onset of the health crisis, Maison Valentino, under the guidance of artistic director Pierpaolo Piccioli, has intensified its efforts to reposition and strengthen the brand’s image. While adjusting product offerings and distribution is a traditional strategic approach, Valentino has placed a significant emphasis on its cultural dimension, aligning with the evolving consumer society and the new expectations of luxury consumers. This cultural resizing is centered around three key factors: the contemporization of the brand’s heritage, cultural mediation, and societal engagement.
Pierpaolo Piccioli has infused Valentino Haute Couture with a unique exuberance and poetry, creating a sense of uniqueness that all luxury brands strive for. In the realm of ready-to-wear and accessories, Valentino aims to differentiate itself from competitors by offering a rejuvenated product range that aligns with the brand’s iconic elements. For example, the iconic “rockstud” has been reinterpreted in a contemporary version, along with the successful reinterpretation of the “Vring” logo from a belt buckle of the 1968 white collection. These efforts resonate with the brand’s illustrious heritage, such as the dress created by Valentino Garavani for Jackie Kennedy’s wedding to Aristotle Onassis.
The Spring-Summer 2022 ready-to-wear collection, presented in Paris in early October, pays homage to Valentino’s rich heritage while incorporating relevant contextualizations in response to societal changes and the values upheld by the brand. The collection includes a capsule of unmodified archival pieces that can be contemporized based on the gender, ethnicity, or appearance of the models wearing them.
In addition to preserving its brand codes, Valentino has also drawn inspiration from its brand culture and Italian roots during the pandemic. By presenting its collections in cities like Rome, Milan, and Venice, the brand has emphasized its Italian identity during challenging times.
Cultural mediation plays a vital role in Pierpaolo Piccioli’s creative process, just as it did for the founder of Valentino. Collaborations in the field of contemporary art, such as the capsule collection with Emilio Villaba for the Miami Art Basel in 2019 and the “Artists Chapter” campaign in 2021, further enhance the brand’s artistic references. The latest Haute Couture collection for Fall-Winter 2021 explores the intersection of fashion and art through creative exchanges between the designer and sixteen contemporary painters, resulting in “clothes-artworks.”
Valentino’s cultural influence extends beyond visual arts and encompasses theater. The brand sponsored the 49th International Theatre Festival of the Venice Biennale and unveiled its Fall-Winter 2021 ready-to-wear collection at the Piccolo Teatro in Milan as a tribute to the theater scene. Furthermore, Valentino actively supports literature through its communication campaigns and mentoring programs for young authors.
Valentino’s commitment goes beyond sustainable development, as it embraces values of diversity and inclusion. The choice of Sudanese refugee Adut Akech as the brand ambassador exemplifies Valentino’s inclusive vision. This commitment also extends to Haute Couture, as demonstrated in the Fall-Winter 2019 show, where Pierpaolo Piccioli chose a majority of black models. Humanism and empathy are integral to Valentino’s values, evident in campaigns like #ValentinoEmpathy, which featured muses photographed by their loved ones during the lockdown.
The brand’s authenticity in its approach is a crucial element for gaining consumer support and establishing congruence with consumers, ultimately enhancing Valentino’s brand image.
[Link 1: Valentino Official Website](https://www.valentino.com/)[Link 2: Valentino Instagram](https://www.instagram.com/maisonvalentino/?hl=en)
