Valentino releases the second edition of its Valentino Vintage project

Since 2019, vintage luxury is gaining ground following the global pandemic and the digitalization. The leading Maisons are getting organized and attempting to follow in the footsteps of specialized platforms such as Vestiaire Collectif or Collector Square. Sales in second hand clothing are expected to surpass those of the major fast fashion brands by 2027, according to data published by the specialized American site ThredUp. The same trend can be seen in the premium market.

Valentino launched Valentino Vintage in 2022, a circular economic project dedicated to archival pieces, reaching several destinations around the world. In addition to Milan, Tokyo, Los Angeles and New York, three new cities, London, Seoul and Paris, will welcome Valentino Vintage boutiques in 2023, offering customers a refined compilation of past collections. At the same time, the company announced partnerships with seven fashion and design schools to educate students on a new eco-friendly approach and the dynamics of the vintage market. Fashion design schools in the seven cities involved in the project will receive a selection of Valentino's historic garments free of charge, allowing students to analyze and study the richness of the Italian fashion house's historical heritage, as well as the potential for transformation and renewal of these vintage pieces.

The company's managers aimed to create a different relationship with customers, allowing loyal supporters of the brand to exchange their pieces from the past collections within new addresses dedicated to vintage. These interactions allow for the creation of new styles capable of mixing influences from different eras. In February 2022, the brand launched its online campaign, followed by a series of physical gatherings in selected boutiques. According to a study conducted by the BCG institute the previous year, the vintage market would be valued between 100 and 120 billion dollars, with an annual increase between 20 and 30%.

The Valentino brand is doing well. In the second half of 2022, the house was in the top three most popular luxury brands, according to the ranking of the search engine Lyst.