Zendaya’s and Hunter Schafer’s marquee image-maker Law Roach, as well as Lorenzo Posocco, the man behind Dua Lipa’s daring looks, are just two of the pros conscripted by Valentino to reinterpret the spring 2023 collection called “Unboxing Valentino.”
The brand has linked with GameOn Technology to leverage AI and enable customers from around the world to experience the project remotely.
Roach revisited the New York boutique’s windows, decking them in the brand’s signature red nuance, nodding to a spring 1992 campaign by Steven Meisel, and showcasing a Toile Iconographe-bearing vintage car.
Mix Wei in Shanghai honored traditional Chinese paintings having scrolls hanging from the ceiling decked in the V logo pattern to contrast with outfits done in solid and saturated primary nuances. In Seoul, Geum Nam Hwang also referenced local culture with life-size Soma cubes serving as displays for Valentino Garavani accessories, while Masataka Hattori channeled an earthy vibe for his Tokyo store’s takeover.
Taking the customization aspect of the project further, Valentino asked stylists to create dedicated playlists on Spotify to be played inside the stores and made available on the streaming platform’s brand page.
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