Rejuvenating. Valentino Pre-Fall 2022

May 11, 2022May 13, 2022 | Design & Culture by Ed

Keeping a consistent narrative is crucial for a brand’s credibility today; Gen Z customers, the demographic coveted by every luxury house, are drawn to designers whose work is creative and value-driven in equal measure. That dynamic isn’t lost on Pierpaolo Piccioli, who has rebooted Valentino for a new audience, amping up the brand’s cultural ethos to resonate with the zeitgeist. Pivoting on the label’s extraordinary couture heritage, Piccioli’s focus is to translate the codes of Italian savoir faire into an aesthetic that, while staying true to its high-style fundamentals, speaks to the attitudes of fashion’s younger consumers. This ongoing exercise somehow peaked, both visually and conceptually, in Piccioli’s spring collection last October, paraded in the streets of Paris with fashion students filling many of the seats. Models sported individual looks styled to suit their personality, further highlighting the intent to relate to the world of today. Picking up where that show left off, the words ‘real’ and ‘reality’ came up quite often in a conversation with the designer about pre-fall. Piccioli believes that the aesthetic codes of the maison can be given a different meaning by shifting the way they’re interpreted by the wearer. To that end, for pre-fall he worked on pieces quintessentially Valentino (so much so that some templates came directly from couture collections), but “shuffled the attitude,” as he said, and tweaked the styling to create a sort of dissonance and vitality.

Shot in the streets of London on young models, the lookbook images were conceived as a “portrait of a generation that wears clothes not necessarily different from those of 10, 20 years ago, but which are adapted to today’s lifestyle and our real social context,” said Piccioli. Case in point was the little black dress, a staple for cocktail receptions in a bourgeois milieu that Piccioli believes can be twisted into a sort of clubbing uniform. On the same note, an immaculate short white cape with matching pleated shirt that would’ve looked apropos on Marisa Berenson in the ‘70s if paired with high heels and a silk blouse, was given a cooler spin styled with a cropped marinière and chunky loafers. A sumptuous purple robe coat, lavishly embroidered with the Valentino atelier’s handcrafted couture techniques was turned into a citycoat and worn over a pair of distressed denim pants. The challenge Piccioli faces is to immerse into today’s complex reality a label whose imagery is rarefied and rooted in a world of privilege, twisting the references and techniques of couture to suit a modern way of dressing that favors personality instead of status. “I want to breathe life into Valentino,” he reiterated. “I want its idea of perfect beauty to be somehow stained, so to speak, by the reality of today’s life, and to make it alive and relevant for a community of people with no reverence towards fashion, but who inhabit fashion with sentiment and an attitude of personal creativity.”

Collage by Edward Kanarecki.

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Think Pink. Valentino AW22

March 9, 2022March 9, 2022 | Design & Culture by Ed

This season’s Valentino collection was entirely pink and black, which at first might sound like a banal thing to do. “I was fascinated by the idea of having this moment of reflection and digging deeper,” Pierpaolo Piccioli said during a preview. Presented in a huge space painted to match the exact pink of the collection, his idea was to intensify the senses and make us look at the details of each garment – the silhouette, the neckline, the surface decoration – rather than focusing on “looks”. Ultimately, he said, he wanted the character of each model to stand out, rather than what their appearance represented. “I was reading a book about Fontana [the Italian artist and Spatialist], who used to cut up his work – not in order to destroy it but to build new opportunities; new dimensions,” the designer went on. “You know when you see a book of black and white portraits, after two or three pages you know it’s a black and white portrait book, so you don’t expect to see blonde hair and blue eyes? You go deeper into expressions: wrinkles… I wanted to get that feeling.” Once the eye adjusted to all that pink, the effect did work. You noticed the details of garments, and looked at the models’ faces. For Piccioli, whose work always revolves around the celebration of individuality and diversity, the monochromatism – which is, in essence, uniformity – was meant to draw the observer’s attention to the individual wearing the clothes. To underscore that point, he focused on necklines – what he called “Madonna meets the street” referring to the way the Holy Mother’s face was framed by Renaissance artists – and placed them on a cast including Penelope Tree and Kristen McMenamy. The collection continued Piccioli’s couture-ification of everyday codes, adapted for ready-to-wear. A t-shirt elongated into a draped minidress, a sporty jumpsuit morphed into a formalwear silhouette, and a generational cargo suit was imbued with a glamorous hourglass shape. Menswear dealt in the very oversized, from giant suits to puffer coats and highly embellished transparent evening tops, all of which will be sold in stores in just pink and black, the way it was presented, Piccioli vowed. By the way, this isn’t just a shade of pink. Piccioli’s particular shade of pink will be added to Pantone’s official colour scale under the name of “Pink PP” – a counterpart, perhaps, to Valentino Garavani’s “Valentino Red”. And while he never wears pink himself, Piccoli explained it’s an ongoing fascination. “I always want pink in my collections. It’s a colour I feel you can subvert better, because it already has a lot of meaning. It changed during the centuries: it was the colour of the power of men, then it became girlish… I like to subvert the idea. Today, it means different things.”