Retail Reporter: Valentino Is Popping Up at Maxfield
The shop showcases a new capsule collection of haute sportswear.
On Thursday, Valentino will debut a series of athleisure-inspired VLTN pop-up shops and installations in New York; Miami; Tokyo; Hong Kong; Shanghai; London; Moscow; Florence, Italy; Seoul, South Korea; and in Los Angeles at Maxfield.
The shops will showcase a capsule from Valentino’s haute sport-themed resort 2018 collection presented in New York in May by creative director Pierpaolo Piccioli. Think hammered satin track-style jumpsuits ($3,690), studded sneakers ($995) and belt bags ($1,375) that take the house in a decidedly more relaxed, street-wise direction. There also will be basketballs ($145), embroidered caps ($345), yoga mats ($95), a track jacket ($1,900), track pants ($1,890) and other products, exclusive to the shops, all emblazoned with a new VLTN logo that riffs on archival '80s and '90s Valentino logo designs.
The VLTN shop-in-shop at Maxfield (open through Nov. 3) will additionally offer an exclusive VLTN Los Angeles T-shirt ($350) with a basketball motif. All stores are designed to mimic the interior of a gym with concrete benches, basketball hoops and other athletic props.
“I think there’s a dignity in the street and in sports,” Piccioli told The Hollywood Reporter. “These pieces are really strong and of the moment. They express today’s culture and the culture of the moment of the brand: couture that meets street. I like the idea of Valentino going street. It’s more interesting to me not to be distant. You have to break the rules and to give something new.”
Maggie Gyllenhaal, Marisa Tomei, Christina Ricci and Helena Christensen sat front-row at the resort 2018 show, and a starry turn-out is likewise expected at Thursday’s opening-night celebration.
Piccioli is on a roll; he was in Los Angeles on Monday night to receive the designer of the year award at the InStyle Awards.
Maxfield, 8825 Melrose Ave., West Hollywood 90069