22/02/2023 – There is a lot of talk about sustainability as well as of regeneration O circular economy and awareness-raising and information initiatives often involve major brands in divulging virtuous behavior or as testimonials in social communication campaigns.
But from the point of view of the company how much is actually done, with the aim of reconciling good practices (and good intentions) with the logic of profit ?
If the company manages to generate a project oriented towards social issues, but also and above all aimed at creating a context of interest and utility for customers, then it is possible that sustainability and regeneration become real levers of development and not just a proclamation destined to remain among the heralded statements.
The fashion brand Valentino has launched the project Valentino Vintage, a circular economy project dedicated to the garments of the maison's past, born in 2022 with the first phase launching online in February, followed in April by special takeovers at selected seven vintage boutiques. I shop, who have dressed and styled cultural icons for decades, from famous musicians to legendary drag queens, they offer the possibility of exchanging Valentino garments by giving them a second life.
After the success of the first edition, Valentino vintage doubles and further expands its universe with three new locations in its global network of cult vintage shops. For the second edition, to the original addresses in Milan, Tokyo, New York and Los Angeles join London, Paris and Seoul.
The project was geared “tactically” to create a community, so as to develop awareness and awareness within the user base of the brand, therefore Valentino vintage created the engagement, followed by the takeover of the seven selected vintage boutiques, and Madame Pauline a Pleasure palace in Paris, to Rellik of London, to New York vintage in the Big Apple, to Recess to the Angels, to The vintage dress in Tokyo and finally Janemarch maison a Seoul.
The project was then prepared to involve a group of young design talents, through the creative partnership with 1 granary (training hub for young design talents who study alternative means for the creation and communication of fashion brands) to explore archival fashion as a tool for future creativity and to invite the next generation into the multidimensional world of vintage Valentino. Seven design schools in the seven cities involved they will receive an exclusive donation of clothes, so that students can learn more about the historical heritage of the maison, recently highlighted by the maxi retrospective «Forever Valentino», inaugurated in Doha, in Qatar, last October.
A design system that therefore goes beyond the idea of Vintage as a style, aiming to give the Valentino brand a deeper value, attentive to the themes of the present and the future, but capable of finding and preserving inspiration in the experience and history of a company that has been able to interpret time with its iconic and unmistakable style.
A design objective that every company should pursue, aiming to develop coordinated actions in line with the brand's values, as part of a strategic planning that supports every promotional or communication action.
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