Valentino, renowned for its luxurious and exclusive runway presentations, made a bold departure from convention this season by bringing its collection to the streets of Paris. The creative director, Pierpaolo Piccioli, orchestrated a show entitled “Valentino Archive” that paid homage to the brand’s rich legacy while embracing its future.
Inspired by founder Valentino Garavani’s early designs, Piccioli reimagined timeless pieces for the modern era. Iconic looks like Marisa Berenson’s white dress and animal print coats were given a contemporary twist through innovative fabrics and techniques.
The Valentino Archive collection showcased couture ideas in vibrant acrylic hues and modern fabrics like washed taffeta, polyfaille, and nylon. A standout addition was the introduction of stenciled-out nylon floral shirts that Piccioli dubbed “The New Lace.” The vintage-inspired ensembles were completed with edgy military bovver boots or rock-stud sandals, adding a touch of modernity.
The choice of venue, the Carreau de Temple, enhanced the show’s innovative and boundary-pushing ambiance. Models walked not only in front of the fashion elite but also in front of a new generation of fashion and art students. This decision reflected Piccioli’s desire to blur the lines between high fashion and everyday life, attracting thousands of young fashion enthusiasts who braved the rain to witness the iconic Valentino pieces.
Moreover, this show marked a new beginning for Valentino under the leadership of CEO Jacopo Venturini. Known for his merchandising expertise, Venturini aims to revitalize the brand and recapture consumers’ attention. Opening up the fashion show to a wider audience strategically allows Valentino to connect with a broader customer base and generate buzz around the brand.
In summary, Valentino’s decision to showcase its collection on the streets of Paris symbolizes a desire for rejuvenation and reinvention. By incorporating contemporary elements while honoring its heritage, the brand sets the stage for a new chapter in its history. With a fresh approach to fashion and a new CEO at the helm, Valentino is poised for a renaissance that will captivate audiences once again.
Useful links:
1. Valentino Fall 2021 Ready-to-Wear Collection
2. Valentino’s Reinvention Strategy
