21 December



Resigni cation is a pragmatic and conceptual process by which the Creative Director, Pierpaolo Piccioli, is defining Valentino today and its future.



From December 19th 2020 to January 17th 2021, this process and mind set becomes concrete in a physical experience within the spaces of the Power Station of Arts in Shanghai. This Brand Experience is curated by Mariuccia Casadio and Jacopo Bedussi with a setting devised by Kennedy London.


This is the rst chapter in which the iconic themes of the Maison have been drawn from the Archive and from the current collections, transplanted in a new setting and concentrated on two speci c codes: the Stud, from its beginning to its evolution until the new Valentino Garavani Roman Stud, introduced with the Valentino Diary Collection. The aesthetic universe of the Valentino Garavani Atelier, through botany and artisanal ability. A third essential and universal code is Couture, the meaning that Pierpaolo Piccioli gives to the concept of Couture: a way of being, of imagining, of dreaming. A poetic and romantic language that is also visually palpable. But most of all, a language that can be comprehensible and open to all. The visitors will be able to embrace the language of Couture conveyed on each Valentino item and collection.



Re-signification implies a relation with a memory of a documented experience, an archive. It is a reference, a retrieval of signs, colors and pre-existing codes. It is also a vital appropriation, a personal way to reinterpret them to elaborate and to contextualize into the contemporary world, revising proportions, priorities, aesthetics, techniques and functions. On these premises, the chance to translate these interior signs towards the external.



Valentino: Re-Signify Part One is not a fashion presentation. Neither is it an exhibition. It is an experience, an interactive path, conceived with the idea to trigger doubts and curiosity, with the aim to not provide answers.



It is an open system that invites the visitor to conceive diverse and personal interpretations, all authentic because possible. Past and present of the Maison merges with the contemporary artistic and visual research, from video art to underground cinema, from photography to computer graphics. All of them coexist and face each other in a space made of a variety of areas, courses and a meeting points.



A multiple and possible world, where we nd illusive architectures, creations of the Maison from the past to the present: Rockstud and Atelier Accessories, extremized silhouettes of the Of Grace and Light Haute Couture collection, together with the artworks of artists Jacopo Benassi, Cao Fei, Jonas Mekas, Stanley Mouse, Robby Müller, Quayola, Anna Ridler, Rachel Rose, Sølve Sundsbø, Natália Trejbalová and Weirdcore.



An exploration in the scienti c research eld, fantasies that merge a contemporary imaginary to the nature and to the urban environment. References to the heritage and present of Valentino, with eclectic and alternative art traces. Paradigms of a research among two centuries that evokes colors, forms and underlying structures of the Maison.



A possible world where to ponder, explore, be astonished and entertained. An invite to enjoy the pleasure of the discovery, research, loss and recovery, in a heterogeneous ow of visual suggestions among fashion, art and other. Tradition, evolution and transformation of a style and of its innate bond with the evolution of time.