March 22, 2023 |
If nine is a lucky number then Maison Valentino has struck gold ‘cause this week across nine cities (online included) and nine stores, nine eminent stylists (eight individuals and a duo) will activate nine unique interpretations of the SS23 Unboxing Valentino collection. Each ostentatious interpretation unfurling in the windows of the Italian Meastro’s lavish boutiques all around the world – London, Paris, Milan, New York, Tokyo, Seoul, Shanghai, Dubai and of course, online – it’s set to be a soul-stirring exploration of Unboxing as a concept.
Law Roach, Lorenzo Posocco, Rebecca Corbin-Murray and Anna Dello Russo are just a few of the visionaries getting in on the action; Roach build a blood red box, the New York space paying homage to Mr. Valentino’s SS 1992 campaign shot by Steven Meisel. He also wrapped up a vintage car in a totalizing Valentino Toile Iconographe pattern. Meanwhile in Milan, Posocco injected everyday scenes into the iconic boutique on Via Montenapoleone, playing with the idea of people watching through the shop windows, where on the other side of the glass everyday hubbub rages on despite the placidity of the store inside, into the display. Just across the English Channel, Corbin-Murray transforms the London Old Bond Street boutique, taking inspiration from look 73, a black mesh collared shirt, micro mini and matching tights that come completely covered in bright yellow 3D flowers, in a bid to capture nature’s elemental unboxing. And in Dubai, Dello Russo went full camp; against colourblocked arrangements and mannequins, a bounty of Valentino Garavani accessories from feathers, fluff, gloves and bags sprouted in abundance. Other contributing stylists include Clement Lomellini in Paris, Mix Wei in Shanghai, Geum Nam Hwang in Seoul, Masataka Hattori in Tokyo and stylist duo Grandquist, Alexandra and Mackenzie, online.
Alongside the zany, worldwide window activations, there will be a number of exciting in-store activations too: think personalized styling sessions and a chat-at-home AI experience created in partnership with GameOn Technology. Each of the engaged stylists will also create a dedicated ad hoc Spotify playlist that will be streamed in their respectively redesigned boutiques throughout the duration of their installation and linked via a QR code placed on a personalized cube within the window concept. Get shopping!
Photography courtesy of Valentino.
Valentino Soho New York by Law Roach
Valentino Milano Montenapoleone by Lorenzo Posocco
Valentino London Old Bond Street by Rebecca Corbin-Murray
Valentino Fashion Avenue The Dubai Mall by Anna Dello Russo
