The latest brand to redefine its business model is Valentino, which has announced a new operation to redefine its positioning. This first envisages the renunciation of furs starting from 2022 and the closure of the REDValentino secondary line beginning in 2024. A new business plan that aligns with the values pursued by the creative director Pierpaolo Piccioli.
The pillars to follow are creativity, uniqueness, and inclusiveness, but a special eye must also be paid to respect the environment and a more ethical approach. These are the reasons that lead to the closure at the end of 2021 of the Valentino Polar department dedicated to furs based in Milan. The Piazza Mignanelli brand has owned it since 2018. Therefore, starting from autumn/winter 2021, the collections will be fur-free in all respects. Now the company’s to advance quickly in the search for different materials and alternative solutions.
“Maison de Couture for us means creativity, uniqueness, intimacy, and an inclusive mindset. The concept fur-free is perfectly aligned with the values of our company. We are rapidly advancing in the search for different materials for the collections of the next few years“, explain Jacopo Venturini, CEO of the brand.
Another critical step is the closure of the REDValentino sub-label. The line is aimed at a younger clientele and is spread through prêt-à-porter proposals with more accessible prices than the first line. The latest REDValentino collection, which includes clothing and accessories, will be Fall Winter 2023/2024. The activities related to the business will be suspended starting from 2024.
The forces will focus exclusively on a single label that will best represent the meaning of Maison de couture. “The strategy stems from an essential premise: Valentino was born and will continue to be a Maison de couture. A place where the mastery acquired in the past is still today a fundamental element for designing future scenarios, “continue Jacopo Venturini.