take two: Valentino on Tuesday launched the second phase of its Valentino Vintage project.
The initiative was launched in October 2021, when the brand encouraged owners of Valentino vintage pieces to deposit them at select secondhand stores in exchange for store credit to use on the new Valentino collection.
Now the Roman fashion house is offering a selection of Valentino vintage clothing collected, as well as some pieces from its archives, in the four international secondhand shops it has partnered with.
In Milan, the brand confirmed its tie-up with Pauline Vintage, which was sealed with the visual acquisition of a central retailer including a makeshift cafe.
Valentino acquired Pauline Vintage in Milan.
Courtesy of Marco Erba / Valentino
While the acquisitions in Milan will run until June 12, with the end of Local Design Week, Vintage Dress in Tokyo, New York Vintage in New York and Resurrection Vintage in Los Angeles will last an additional week.
In collaboration with Valentino’s collection team in Rome, each location provides a consultation service for customers requesting information related to Valentino apparel.
Valentino’s acquisition of The Vintage Dress in Tokyo.
Courtesy of Valentino
Intended to tap into the rapidly growing resale and vintage market while generating loyalty among the brand and its consumers, the Valentino Vintage project will also see a third phase, which the company teased, that will involve fashion schools.
Ghar sees this initiative as tapping into the circular fashion model. To be sure, sustainability is an important theme for the brand, which is increasingly focusing on environmental issues, including a commitment to going fur-free starting in 2022 and alpaca-free with the spring 2022 season. is included. Earlier this year it also unveiled the Open for a Change sneaker for men and women made from recycled elements, and joined the Sustainable Aviation Fuels corporate program promoted by Air France and KLM to help reduce the carbon footprint of its business trips. can be controlled.
Valentino’s acquisition of the New York vintage.
As reported, the company recently began “Creating Shared Value” on its website, which details its mindfulness-driven business model.
Originally published at Pen 18
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