Valentino to stage physical couture show in Rome this July

Amy de Klerk
Photo credit: Peter White - Getty Images

From Harper's BAZAAR

Valentino has announced that it plans to present its autumn/winter 2020 couture collection in a special show, which will have both physical and digital elements to it.

The Italian fashion house will take part in the first digital couture fashion week with an appointment on 8 July, where it will unveil its inspiration for the new collection to watchers online. Valentino will then also host a physical show on 21 July, which will feature a live performance at Cinecittà Studios in Rome, which fashion editors based in Italy will attend – and who will stick to social-distancing measures.

"The live performance will bring together the human and the digital touch creating a dialogue where neither of them will take the lead," the house said in a press release. "No digital effects can substitute the humanitas. The result will be the expression of the inner values of couture: creativity, imagination and emotion."

The special show has been conceived by creative director Pierpaolo Piccioli, who has worked alongside artist Nick Knight.

"The project arises from an idea, that Pierpaolo Piccioli already had in mind before the pandemic, that merges the human and digital worlds creating a bond that is the legacy of the rebirth period we are experiencing. The limits that we are living need to be transcended through grace and lightness."

The live performance will be streamed and available to watch online.

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