Valentino is making a bold statement with an innovator in the online fashion field, announcing an immersive experience created by Nick Knight. The special show will have both physical and digital elements to it.
Set to take place at Rome’s Cinecettà cinema stage on July 21, the live event will “merge the human and digital worlds” and showcase the values of haute couture, as per a press release.
In keeping with the Fédération de la Haute Couture et de la Mode’s official digital fashion week July 6–8, Valentino will be debuting a video preview of this experience during its originally allocated time slot at 6 p.m. on July 8. That video, also produced by Knight, will shed light on the potential of a hybrid physical-digital showcase—“phygital” to use one of fashion’s unfortunate new buzzwords.
“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.”
With this partnership, Valentino becomes the first major brand to announce a rethink of fashion’s digital potential. Despite the fact that Knight’s platform Showstudio has been pushing the boundaries of fashion’s potential on film since 2001, much of the industry has been slow to catch on to the power of the moving image
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