Valentino Men’s Wear with the new Logo will also become more sporty

In the spring of next year, the men's clothing area of ​​Valentino is likely to change greatly. The Valentino 2018 spring-summer collection that debuted on the first day of the opening of Paris Men’s Week was a surprise – it was actually all street sports.

“I like the idea of ​​street style.” Pierpaolo Piccioli, the creative director, inspected the mood board, which was used as a design reference, at the Paris headquarters, and said to the Women's Daily. But no one would have thought that he would go so far: the whole conference 52 models are branded with sports wind imprint: vertical collar sports suit, windbreaker with beaded embroidery, colorful sports shoes... ...

“I want to express street style very accurately, because whether on the streets or in sports, it has its own depth.” Pierpaolo Piccioli explained: “These items bring a strong visual impact and tell about the current culture.” In his understanding, the integration of street fashion and high fashion is such.

Valetino 2018 Men's Collection in Spring/Summer

He even put a "new" logo on his clothes: VLTN. "The 1980s and 90s brand history literature contained the content of this logo, but I really didn't feel it. Instead, the young kids who worked with me were obsessed with it." He added: "Although it is an abbreviation, it can be seen when you look at it. The Valentino brand will immediately come to mind."

Under the leadership of Off-White, Vetements, Hood by Air, Gosha Rubchinskiy, Fear of God and other brands, more and more young cool baby will regard street fashion brands as a new generation of luxury goods. They may not have earned much of their parents' generation, but they are willing to queue up for a trend or buy a high-priced auction overnight.

The first-line luxury brands who feel the trend of consumers naturally will not sit back and ignore. The combination of Louis Vuitton and Semple is the best proof. It is not difficult to see from Valentino's performance in previous years, but now it is not an Italian brand that is designed to design fairy skirts.

Rivet bags, riveted high heels, and riveted sneakers have won many young fans for it. Only after Maria Grazia Chiuri, one of the brand's twins, was dug to Dior, the remaining Pierpaolo Piccioli began to use extra effort.

When he fought alone for the 2017 autumn and winter men's collection, he recruited British punk artist Jamie Reid. The latter had designed the famous queen avatar cover for Sex Pistols single God Save the Queen. Therefore, we did not accidentally see the clipping collage slogans that flashed on the men's clothing show field in that season: "Beauty is born, extend your nature," or "until find the next starting point, this It's like the end of the journey."

Obviously, Pierpaolo Piccioli doesn't want to be labelled by convention, and is anxious to prove his sense of judgment and design. "Incorporating men's suit sewing into sportswear makes it even more fun," he stressed. "The way you wear high-end sportswear is definitely different. You will pay attention to every detail." Indeed, although Valentino was born in Rome, it is certified by the Paris Fashion Association.

The reason why creative directors change their minds is obviously that the brand's core consumer groups and their preferences have changed. "Imagine those internet workers or musicians who don't need to rely on suit leaders to show professional credibility." He took Valentino male customers as an example. "They love to buy casual clothes."

The more dangerous change is that male customers no longer love a brand as much as they did 20 years ago. When they get enough information, they will pick products from different brands like women. Therefore, this shiny label alone is difficult to retain the hearts and minds of customers. According to Pierpaolo Piccioli, Valentino should open more menswear stores in the future to meet the growing male market.