Over the past few years, luxury brands have been looking to China as an opportunity to exponentially grow their businesses. With the rapid urbanisation and increasing spending power of the population, China surpassed the US as the world’s biggest fashion market in 2019.
Valentino is the latest luxury player to delve into the Chinese market, following a special Daydream haute couture collection designed to mark the opening of a new store in Beijing in November 2019. RE-SIGNIFY PART ONE SHANGHAI is the latest project from creative director Pierpaolo Piccioli, an experience and interactive path set to take place in The Power Station of the Arts from December 19th 2020 to January 17th 2021.
Curated by Mariuccia Casadio and Jacopo Bedussi, with an exclusive setting devised by Kennedy London, the Shanghai fashion experience is part of Piccioli's resignification of Valentino's house codes, whereby he mixes couture and streetwear, high and low, and punk and bourgeois dressing in order to attract a new audience to the historic couture house.