The world's top luxury brand VALENTINO Valentino's China journey

VALENTINO's V logo has always been awkward in China. Once, the so-called “Valentino”, which is hard to distinguish between true and false, deterred VALENTINO, who is truly Italian, and the “gentleman agreement” between Mr. Valentino, Valentino Garavani, and Giovani Valentino was tragically “Waterloo” in China.

As a typical representative of Italian fashion, Valentino Garavani, the designer of the top luxury brand VALENTINO, used the "V" logo in the product as a decorative element to change the history of fashion... VALENTINO's brand history has witnessed Valentino Garavani personally. Design career. There is news that Valentino Garavani is about to retire. At the same time, VALENTINO has only just started in China...

For the Italian top brand VALENTINO (Chinese translated to Valentino or Valentino), it has already encountered embarrassment without actually entering China. It is understood that there are only MRAIO VALENTINO, VALENTINO GARAVANI (Valentino Glavani) and GIOVANI VALENTINO (Valentino) in the global scope and directly related to the Italian VALENTINO brand. MRAIO VALENTINO and VALENTINO GARAVANI belong to the VALENTINO family, while VALENTINO GARAVANI is a brand founded by fashion designer Valentino Garavani.

In 1993, Valentino Garavani owned VALENTINO held a large-scale clothing exhibition in Beijing, and then he never stepped into China. Eleven years later, in 2004, Valentino Garavani signed a cooperation agreement with China's Babe Group to hand over its branded men's accessories to the Babe Group in China. However, they discovered that China is full of “Valentino”. The shadow, the so-called “Valentino”, which is hard to distinguish, gave Valentino Garavani the meaning of evacuating the Chinese market. However, they still persisted. In May of this year, Valentino Garavani’s first VALENTINO image store in China debuted on the ground floor of the Oriental Plaza in Beijing, marking the start of a difficult journey in China.

Who belongs to VALENTINO?

For the VALENTINO family and Valentino Garavani, who also have true Italian descent, there is not much of a relationship between them, except that the VALENTINO family names their names as VALENTINO, while Valentino Garavani uses his name as their The name of the brand created.

For the VALENTINO family, they already owned VALENTINO in 1908. In that year, VINCENZO VALENTINO founded the VALENTINO brand in Naples, Italy. Since then, VALENTINO has become a proud brand of Italian royal aristocrats and celebrities.

In 1954, the French version of the famous fashion magazine VOGUE introduced coral sandals designed by the second generation heiress of the VALENTINO family, MRAIO VALENTINO. The sandals are displayed in the Swiss footwear museum as a model of 20th century industrial design. In 1955, MRAIO VALENTINO launched the second historic design on the Roman fashion scene – high-heeled sandals SRILETTO.

In 1956, Giovani Valentino, the third generation of the VALENTINO family, founded a brand new brand named after Giovani Valentino, which entered the Chinese market in 1997 and built shoes, leather goods, men's clothing, women's wear, and underwear in China. Five major monopoly systems.

In 1985, MRAIO VALENTINO received the Special Achievement Award from the Italian President SANDRO PERTINI (the “Cross Knight” medal, which represents the highest honor in the country, on behalf of the family, and became known throughout the day.

In 1991, MRAIO VALENTINO passed away. At present, the VALENTINO family is led by the third generation descendant, Vicenza Valentino. Giovani Valentino is his younger brother.

In Italy, the famous fashion designer Valentino Garavani also owns VALENTINO. Born in Italy in 1933, Valentino Garavani founded VALENTINO women's clothing in 1962 and registered the VALENTINO brand in the Netherlands. The brand is an Italian clothing luxury brand known for producing high-end women's clothing.

As early as in 1978, in order to make their own VALENTINO brand does not conflict, the VALENTINO family and Valentino Garavani reached an agreement, the two sides adopted a split and rule, Valentino Garavani in the apparel products have VALENTINO trademark rights, MRAIO VALENTINO in leather shoes and leather goods The products have the exclusive right to use the VALENTINO trademark. Since Giovani Valentino established the brand after this agreement was created, he can produce both leather goods and apparel, but the product must use the full name of the trademark, GIOVANI VALENTINO.

It is reported that at present in the Chinese market, only Zhejiang Babe Group and Valentino Garavani Company have signed an exclusive agency agreement, which represents the sales of VALENTINO tie and menswear in China. Guangzhou George Footwear Co., Ltd. has signed an agreement with MRAIO VALENTINO to exclusively sell VALENTINO footwear products in China. At the same time, Guangzhou Cuiying Garment Co., Ltd., a member of Hong Kong Ruiyuan International Limited Agency, was also authorized by Giovani Valentino and his wife in Guangzhou on April 21, 2002, and officially authorized it as Giovani Valentino underwear series (male and female underwear, Domestic clothing, bras, socks) distributor in mainland China.

Valentino Garavani rewriting fashion history In May of this year, Valentino Garavani's VALENTINO's first image shop in China made its debut on the floor of the Oriental Plaza in Beijing, giving the “V” sign a real name.

As one of the most important designers and innovators recognized in the history of fashion, the name VALENTINO contains infinite meanings, representing imagination, elegance, modernity and eternal beauty. From the unforgettable first fashion show on the Regent Square in 1962 to the Lifetime Achievement Award by the American Fashion Designers Council in 2000, Valentino Garavani’s designer career has become an important part of Italian fashion.

In the early 1960s, Valentino Garavani moved to Rome where he opened his first studio. It was a time of turbulence and passion. Hollywood stars were everywhere in the city. Valentino Garavani also started to show off in the fashion industry. In the mid-1960s, Valentino Garavani became the undisputed master of Italian fashion design. In 1967, he received the Neiman Marcus Award, which was equivalent to the Oscar of the fashion industry at that time. At that time, then celebrities such as Begum Aga Khan, Farah Diba, Jaqueline Kennedy Onassis, Liz Taylor, Marella Angelli, and Princess Margaret were regulars and friends.

In 1968, Valentino Garavani began to use the word "V" in his "White Series". His concept of using letters as a decorative element has changed the history of fashion and many brands have begun to use the brand's iconic logo (such as Logo). Etc) applied to their product design. In the 1970s and 1980s, Valentino Garavani became the first haute couture designer to launch both men's and women's high-end garments.

Valentino Garavani as a pioneer in the use of world-class videographers to complete the design and promotion of advertising, and thus won two of Italy's highest honors - "Grande Ufficiale dell'Ordine al Merito" (1985) and "Cavaliere The title of "del Lavoro" (1996).

For more than 40 years, "V" is like a unique fashion flag of VALENTINO. In VALENTINO's range of products, such as printing, fabrics, jacquard, prints, jewellery, fasteners, pins and wristwatches, etc. You can see the imprint left by "V". In the history of VALENTINO, each of its classic designs has become a treasured collection of the global consumers' dreams. The Jackie long dress designed for the first lady has become the eternal classic of VALENTINO, in addition, the unique material, printing and The series of accessories derived from the classic high-fashion elements also makes VALENTINO achieve great achievements.

Valentino Garavani once said: "For me, high-end tailoring clothing stems from a lonely romance... I use a pencil around me to sketch out the fantasy woman who comes out of my mind, and she is also at me. In front of her eyes, she is a real woman to me... I am eager to inject different elements into the ready-to-wear collections. I also hope that my clothes will be favored by customers around the world. Through them, my dream will come true. However, my ultimate goal is always the same - to make women more beautiful, sexy and charming ...". In addition, Valentino also redefines the man's eroticism and makes it appear in all the details.

All along, VALENTINO has maintained its consistent stable development trend, and in recent years it has been showing rapid growth. In 2002, VALENTINO was acquired by Marzotto Group, the world's top textile and garment manufacturer. Based on the new licensing agreement, VALENTINO launched in 2003 the eternal VALENTINO (the first watch product) and the product specially targeted at young people - VALENTINO RED, from then on, blew up the clarion call to the younger generation. The current VALENTINO has become a member of Valentino Fashion Group, the world's top luxury goods group.

Valentino Garavani infiltrated his new neutrality in the elegant style he had always maintained at the VALENTINO press conference at the Paris Fashion Week 2005 autumn/winter. According to Valentino Garavani, he does not think that men and women are neutral. As a male designer, Valentino Garavani is fundamentally different from Co Co Chanel, who challenged the patriarchal society in costume language. Co Co's innovations revealed a little bit of gender resistance and gender inferiority, while Valentino Garavani is more flexible with a more peaceful mind. The differences between genders have been addressed, and the emphasis has been placed on embodying elegant temperament from the perspective of gender appreciation and being more humanized in design details.

It is said that this will be the last show of Valentino Garavani, but for the VALENTINO brand, its journey in China has only just begun...