Fashion house invites customers to reinterpret its brand codes

The Valentino: Re-Signify Part One Shanghai experience will involve old and new brand signatures and an immersive experience

Spotted: Fashion house Valentino has created a physical space at the Power Station of Arts in Shanghai, where visitors can visit and interpret the brand’s ‘codes’. Defined as neither exhibition nor presentation, the central aspect of the experience will be interpretation. 

Pierpaolo Piccioli is adapting the historical role of the creative director in rewriting the house codes of fashion labels, by placing the consumer at the centre of Valentino’s latest project: the Valentino: Re-Signify Part One Shanghai experience.

The experience will be immersive and involve current and archival Valentino brand signatures, reinterpreted for today’s world by Picciolo and curators Mariuccia Casado and Jacoo Bedussi. The stud motif and its evolution, botany and artisanal techniques on the aesthetics of the Valentino Garavani atelier, and the concept of Haute Couture, will all be involved, presented through a mixture of video, fashion, art, photography and graphics. 

The interpretation of the visitor will lie in the reconfiguration of the codes, and the fact that none of the heritage Valentino signatures will be in chronological order, allowing visitors to encounter them randomly and without direction. Attendees will also be able to look at the impressive Valentino Fall/Winter 2020 Haute Couture collection, in which some gowns reached 10 feet long. 

Having opened on December 19, the experience also caters for those stuck in lockdown, or unable to visit in a COVID world: a Valentino: Re-Signify tour will also be viewable on Instagram. It will close on January 17th 2021. 

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