Valentino turns the display window into a work of art

Valentino’s “A Global Unboxing” campaign collaborates with famous stylists to design artistic fashion display windows

Valentino turns the display window into a work of art

For the Spring Summer 2023 campaign, Valentino has a new idea. Instead of pouring money into producing lookbook images with the presence of expensive supermodels, Valentino chose to combine with 9 famous stylists to decorate the window display on the website. artistically around the world, making any passerby linger to spend a few minutes admiring. With this creative campaign and display window, Valentino seems to urge customers to go to the store to see the creations with their own eyes.

To create a series of unique identities for the Spring/Summer 2023 collection, the Italian brand invited the most sought-after stylists in the fashion industry. They are Law Roach, Anna Dello Russo, Rebecca Corbin-Murray, Clement Lomellini, Lorenzo Posocco, Mix Wei, Geum Nam Hwang, Masataka Hattori, and the duo Alexandra and Mackenzie Grandquist.

In its A Global Unboxing campaign, Valentino encourages unlimited creativity, allowing stylists complete control over their designs. At eight of its most important stores – including London, Paris, Milan, New York, Tokyo, Seoul, Shanghai, and Dubai – each stylist will take on a window in the city where they live. There is also an online window display by Alexandra and Mackenzie Grandquist.

8 impressive display windows in Valentino’s A Global Unboxing fashion campaign

The reason Valentino came up with the above idea is that the fashion house wants each window to be decorated in accordance with the context and culture in each country. The variety of artistic expression so essential to fashion comes first as each stylist interprets the Valentino Spring/Summer 2023 collection in their own visual language.

Clément Lomellini is the stylist behind the Cannes Film Festival red-carpet appearances that attract media attention. The working process helps him come into contact with famous actors, halo. And Valentino’s A Global Unboxing campaign is an opportunity for him to stage a “play” by himself. In it, the actors will be stylish mannequins appearing through the background of torn paper as if they had just been ripped off. The strong play of colors such as yellow mixed with black and beige, helps his work to brighten up a Paris street corner.

Although Law Roach recently announced his early retirement, this famous stylist is still perfecting the task of decorating the display window at Valentino’s flagship store in New York.

He decorated the store like a red gift box, in order to truly represent the real-life concept of “Unboxing”. On the famous red color of Valentino, Law Roach emphasizes the antique car placed on the roadside, as a way of connecting with Valentino’s history. It is an antique car wrapped in the Valentino Toile Iconographe pattern, with the company’s signature red color. The idea is based on the inspiration of Steven Meisel’s iconic Spring Summer 1992 campaign.

When all are seen together, Law Roach’s installation becomes an ode to all things wonderful in the heart of lavish New York.

Rebecca Corbin-Murray’s digital floral decorative window at the flagship Valentino London

Rebecca Corbin-Murray is the most influential British stylist on the red carpet. She is known as a cool-handed witch, because a fashion consultant for someone who is brilliantly connected with the fashion industry, such as Emma Watson or Lily James.

Lorenzo Posocco is one of the most influential stylists, editors, and mentors in music. Having lived in Italy, the idea of decorating Valentino’s store is not a difficult problem. He chose to combine the most intimate elements of Italian street life with the quiet, luxurious world inside the Valentino boutique.

By placing a cuboidal video screen showing the streets of Milan inside Valentino’s fashion window, Lorenzo invites viewers into a reality where the glamorous world of fashion meets the closeness of everyday life. Thereby honoring the energetic lifestyle of the city of Milan.

Anna Dello Russo is an influential stylist in the fashion industry, a former fashion editor, and is considered one of the pioneers of the street style wave. She relied on the rich rhythm of Dubai’s life to build the window of the Valentino fashion store here. Creative achievement is a window that invites passersby into a world where imagination reigns supreme. Patches of cool jade green and gold create a feeling of freshness like an aquarium.

Possessing an admirable education and career, Hwang Geum Nam is a famous Korean top fashion stylist and has been working as a professor at DONG-AH Academy of Media and Arts since 2021.

Geum Nam Hwang named her Seoul installation “Unbox Me”. The space of the Seoul store mainly uses the intellectual game Soma Cube. The cubes fit together, functioning as a metaphor. Like how individuals combine and disassemble outfits and accessories to define their style. Pale, neutral shades offer a peaceful moment in the middle of the city. While Valentino Garavani’s works sit on top of Soma forms, it invites viewers to break away from self-concepts to pursue what is essential within.

Masataka Hattori, a stylist working in many fields from fashion to music for artists, has been assigned by the fashion house to update the window of the Valentino fashion store in Omotesando district, Tokyo.

Here, he creates a green space with a breath of nature, staging the relationship between nature and architecture, between originality and modernity. By combining natural external raw materials of plants, stone slabs, and sand… the dominant beige color has brought a modern and light feeling. Overall, the designs of Valentino green sequined skirts and yellow feather coats make anyone who sees them also think of the image of a peacock gracefully walking among the vast nature.

In Shanghai, Mix Wei celebrates traditional Chinese painting, in which only five colors are used to evoke a multitude of natural expressions. This window will incorporate Chinese painting through scrolls printed with the Valentino Toile symbol hanging from the ceiling, while the five gazes that stand before them represent the essential materials from which all art vision is created. Complexity is broken down into the purest of ideas: the single elements that make up the world of art and creativity, expressed in single colors. The result is a space full of poetic evocative, national traditions mixed with Valentino’s contemporary.