Valentino Leverages Heritage for Founder's 90th
Valentino is celebrating the 90th anniversary of its founder, Valentino Garavani, with a commemorative collection. The tribute leverages the house's archives and legacy as a creative and commercial strategy, framing its heritage as a key brand asset.
- The 90th birthday celebration in May 2022 also included a special exhibition in Valentino Garavani's hometown of Voghera, Italy. The installation, held at the Teatro Sociale, featured 36 of his signature red dresses from the archives, along with sketches, photos, and newspaper clippings. - Instead of a full collection, the house released a limited-edition hoodie featuring the founder's quote, "I love beauty, it's not my fault." All net profits from the sales were donated to the Fondazione Valentino Garavani and Giancarlo Giammetti. - The strategy was overseen by then-Creative Director Pierpaolo Piccioli, who joined Valentino in 1999 to develop its accessory line alongside Maria Grazia Chiuri. Piccioli has stated that for him, heritage is the "backbone of a brand identity" and a way to understand the rules before rewriting them. - The house's physical archives are located in a climate-controlled underground space beneath the Piazza Mignanelli in Rome, serving as a direct source of inspiration for the design teams. - One of the most significant archival references for the brand is the iconic "Valentino Red". This signature color was established in Garavani's first collection in 1959 with a dress named "Fiesta." - The brand is majority-owned by Mayhoola, a Qatari investment fund, with luxury conglomerate Kering acquiring a 30% stake in 2023. This positions heritage as a central asset in the brand's long-term growth and potential future acquisition. - Following the 90th anniversary celebrations, Pierpaolo Piccioli departed Valentino in March 2024 after 25 years with the company. Alessandro Michele, formerly of Gucci, was appointed as the new creative director.
