Elegance, innocence and romance are the best words to describe the Italian fashion brand founded by Valentino Garavani in 1960. Today, the brand continues its legacy and is appreciated by tasteful women around the world.
STORY
TAWAN KONKAEW
PHOTOGRAPHY
COURTESY OF BRANDS
For a fashion brand to remain relevant and popular after 60 years is not easy. Not only that, the brand also generates billions in revenue every year. Valentino’s success comes from three main factors — strong legacy, sharp vision, and contemporary outlook of its creative director.
In 1969, Valentino Garavani and Giancarlo Giammetti presented Italy’s fun and luxurious fashion to Paris, starting from a small brand at first. Thanks to Valentino’s exquisite designs, his brand was loved by some of the best-dressed women, from socialites and Hollywood stars to wives of country leaders, like Jacqueline Kennedy, Nancy Reagan and Queen Sirikit.
His meticulous cutting and exquisite designs are outstanding but not attention-seeking. Women wanted to get their hands on his dresses, particularly his scarlet dress at the finale of every show. In 2008, Valentino Garavani waved his last goodbye to his brand, and in the Spring-Summer 2008 Haute Couture show, the gorgeous red gowns he has designed from first to last were showcased by more than 30 models amidst thunderous applause. This moment reflected the brand’s strong identity.
Thanks to Valentino’s exquisite designs,
his brand was loved by some of
the best-dressed women,
The last but not least success factor is the vision of its new creative director Pierpaolo Piccioli who took the position in 2016
Another success factor of the brand is the wise CEO Stefano Sassi who first joined the Valentino S.p.A. in 2006. It was Sassi who brought in Maria Grazia Chiuri and Pierpaolo Piccioli to take care of the brand’s design, resulting in historic revenues — the brand reached the objective of one billion dollars in revenues at the end of 2015 from its success in haute couture, ready-to-wear for men and women, bags, shoes, the Valentino Garavani line, eyewear and fragrances, sold in more than 100 countries through 175 boutiques and 1,500 retail points globally.
The last but not least success factor is the vision of its new creative director Pierpaolo Piccioli who took the position in 2016 after Maria Grazia Chiuri bode farewell in 2015. Piccioli said when he was young, he actually wanted to be a film director, but growing up, he discovered fashion and fell head over heels in love with it. That’s why after high school, Pierpaolo Piccioli enrolled in the Istituto Europeo di Design in Rome. “Working closely with the artisans and with the Italian expertise has been fundamental. It has allowed me to understand and perceive the rules in order to break them and rewrite them,” he said.
In only two years, during 2016-2018, his eight collections were well-received by the media, and in the most recent season, Pierpaolo Piccioli had been partly inspired by the perspective of the Apollo moon landing and interpreted it into layered turtlenecks, padded jackets, and jumpsuits, while still retaining the brand’s DNA. Piccioli has his own handwriting and the wonders of Valentino’s inimitable powers in the embroidery at his disposal–the coming together of clear plastic sequins and flowers in a little T-shirt shift dress at the end was delightful.
Today, the innocent and romantic character is still there, but the Valentino woman just becomes younger and enjoys life a bit more.
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