What happened
Valentino is adding a touch of pink to Autumnal color palettes. From September onwards, the Italian brand will present its Fall 2023 “Pink PP” collection through unexpected installations and dedicated initiatives. The release’s title refers to the shade co-created by Valentino and the Pantone Color Institute, which is also featured throughout the designer’s current collection and visual assets.
The campaign will unfold in cities across the world. In China, it will kick off with physical activations at, among others, iconic features of key locations including Aranya in the coastal city of Qinhuangdao. Valentino Pink PP will debut in the Aranya neighborhood with a series of installations, followed by a dedicated pop-up store from September 21 to October 31. A themed music party will also be held at Belowground at The Landmark in Hong Kong on September 16.
The offline events and takeovers will also happen in global fashion hubs such as Paris, London, Milan, New York, Singapore, Seoul, and Bangkok. In addition, the group’s signature hue will be interpreted by a number of creative minds in photography, art, and video, through digital presentations.
The Jing Take
Since Valentino released Pink PP earlier this year, the maison has racked up substantial buzz on social media via celebrity endorsements. Brand ambassador Lay Zhang wore a ‘total pink’ look at the music talent’s online concert in July, while last month, the label dressed the contestants of Sisters Who Make Waves Season 3 in the all-pink collection — creating a landmark moment for the house.
The upcoming offline happenings should see Valentino consolidate domestic audiences’ impression of the iconic color. By cleverly selecting Aranya, Valentino is showcasing its agility and thorough understanding of local culture. Located in Beidaihe New District, Qinhuangdao, Aranya is a seaside travel destination that has seen increased popularity among young visitors in recent years. While other coastal cities are known for their natural landscapes, it possesses a distinct cultural scene.
According to official data, the neighborhood has welcomed more than an average of 1.4 million tourists annually in the past two years. Given the destination’s unique community culture and its appeal to the younger generations, the city is an ideal catalyst for contextualizing Valentino Pink PP.
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