What do Milan, Tokyo, New York and Los Angeles have in common? These four cities have never been so close, and it was the Valentino fashion house that shortened their physical distance. In fact, four stores have been chosen by the brand for the takeover, which brings together the past and present of the fashion house, from the era of the great master Valentino Garavani, the founder of the brand, to the present day, in which we are witnessing the stylistic code of creative director Pierpaolo Piccioli. 2021 year of birth, the Valentino Vintage project has just reached its phase 2 on the occasion of the Salone del Mobile in Milan: four vintage shops, including Madame Pauline Vintage in the Milanese capital – were given for a limited period of time to compress the brand’s favorite clothes, accessories and shoes. But there is a much deeper meaning to all this.
Idea roundness (and the sustainability that the fashion industry and we all need in our lives) is central to Valentino vintage project. Aim really bring old garments still in unusual conditions to life and make them a means of expressing one’s individuality (a concept very dear to creative director Pierpaolo Piccioli). Opening June 7th, the Valentino Vintage store at Madame Pauline Vintage will run until June 12th. Other international stops are The Vintage Dress in Tokyo (until June 19), New York Vintage in the Big Apple (always under 19) and Resurrection Vintage in Los Angeles (until 18).
Visiting every Valentino Vintage store will not be an end in itself, because the project also wants to be experiential: tpick up, explore, discover, choose. And, of course, buy something whose history will tell us a lot. How to find out? Buyers will be able to request a dedicated consulting service whereby the reference vintage store, in collaboration with the archival team of the house in Rome, will provide a document with all available information regarding the garment in question.
Legitimate curiosity: Where did the clothes come from? The clothes of the protagonists of the four vintage stores discovered by Valentino belong to what the project defined as Phase 1. From October 27, on the brand’s website, users from all over the world could request an assessment of their Valentino clothes. In successful cases, users traded what they no longer wore (if it was signed by Valentino) in exchange for credit, which could be spent at certain brand boutiques. But the news did not end there, because the house announced that there will also be a phase 3, which will involve fashion schools. What to expect? keep for updates. We can’t wait to find out.
Source: Elle