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Masterfully orchestrated by Pierpaolo Piccioli, Artistic Director of the fashion house, Valentino will offer two digital performances in July: the first will exclusively present some elements of its Autumn-Winter 2020/21 Haute Couture collection, and the second will unveil it in its entirety during a show at the Cinecittà Studios in Rome. Both events will be broadcasted live on the Italian house’s digital channels.
Haute Couture: Valentino doubles its digital efforts
The Italian fashion house is moving forward in the wake of the Fédération de la Haute Couture et de la Mode, which is organizing an online version of Paris Fashion Week from July 6 to 8.
Valentino’s Creative Director, Pierpaolo Piccioli, has indeed set two digital events for next month: one will be held on July 8 at 6 pm to reveal a preview of the autumn-winter collection.
And the other will offer an exclusive performance of the collection on July 21 in Rome, live from the Cinecittà studios in Rome, with Italian fashion critics in attendance.
Both events will be broadcast live on the company’s digital channels, and will take place “in accordance with the current situation, following all necessary security measures”, said Valentino, as the coronavirus pandemic remains a concern in Europe despite the recent easing of locking measures and travel restrictions.
This season will therefore exceptionally focus on the video format, on the initiative of the French Federation of Haute Couture and Fashion. “This event will be structured around a dedicated platform. The principle of the official calendar is maintained” said Valentino. “Each house will be represented in the form of a creative film/video. Additional content will be included in an editorialized section of the platform. All of this will be widely shared on the main international media networks.”
Merging the human and the digital
Born from an idea that Pierpaolo Piccioli had already thought of before the pandemic, the project actually wants to combine the human aspect with the digital aspect by creating a bridge between the two: “The limits we live must be transcended by grace and lightness” said the company in a statement.
To make this merger project a reality, the Roman designer called on London-based fashion photographer, filmmaker and digital pioneer Nick Knight “to amplify the human values of haute couture with an idea where the control of the house will be enhanced by the digital side“.
The Valentino label stressed that great importance should be given to the human dimension of haute couture, however, according to Valentino, no digital effect can “replace the human touch“.
A live show was therefore necessary to fully express the “creativity, imagination and emotion” of couture and to “create a dialogue in which the human and digital touch will be brought together without overlapping“.
Featured photo : © Valentino[/vc_column_text][/vc_column][/vc_row]