Hong Kong first to see Valentino’s VLTN pop-up
Italian luxury clothing brand Valentino is launching sport-themed pop-up shops in limited cities internationally to promote its limited-edition resort collection VLTN – starting in Hong Kong.
Resembling gyms, complete with basketball courts, the VLTN pop-ups will feature limited-edition training shoes, yoga mats, basketballs and tracksuits. The stores also present NYC fashion photographer Terry Richardson’s VLTN campaign images, as well as a painting in homage to Valentino Garavani himself, who founded the brand in Florence in 1960. The brand is now part of Valentino Fashion Group, owned by the State of Qatar through Mayhoola for Investments.
VLTN debuted at New York Fashion Week in May. Details of Its pop-up stores:
Hong Kong (October 24-31) IFC Mall
Tokyo (October 26-November 19) Omotesando, QC Cube Jingumae
Shanghai (October 30-November 6) Plaza 66
Seoul (November 8-19) Boon the Shop, Cheongdam
In its own words
Valentino explains the VLTN sportif brand in its own distinctive fashion:
“Within the active spaces, sport, which is the fundamental principle of inspiration of the Valentino Resort 2018 Collection, reveals its pure significance as an ideal space of possibilities and identity. Reinforced concrete, samples in primary colours that recall the functional training box-jump, imaginary metropolitan basketball nets: the active underground enters the magnificence of the Valentino boutiques conquering an unexpected, authentic and distinguished space.
“It is not an embezzlement of an aesthetic universe nor a contamination: it is more likely an opening toward an aesthetic invasion, something that is able to break a border, the border of the artisanal Valentino culture, in order to look toward new routes, the routes of the self-affirmation and of the unconscious dressing, typical of the new generations.
“These spaces will have authors, not vendors: dedicated personnel, chosen for their inclination and cultural belonging, and will be wearing as a uniform the white shirt from the Valentino Rockstud Untitled collection, that will act as a surrounding to their personal style.
“Further to the items and accessories of the Valentino Resort 2018 Collection, the active spaces will also have a limited-edition collection that will include multiple contemporary sports facets: basketballs, yoga mats, sneakers and other objects that unite the maison’s artisanal savoir-faire culture to the urgency of individuality and self-affirmation of the new sport-oriented cultures.”