Italian fashion house Valentino has created a collection – Collection Shanghai 2013 – specially for the opening of its Shanghai flagship.
Second in size only to the Milan flagship, the Shanghai store opened November 14 at IAPM Mall in Huai Hai Zhong Road. The two-story flagship, designed by architect David Chipperfield, brings the spirit of the Venetian palazzo to a more intimate scale.
Collection Shanghai 2013 is available exclusively at the new store. It will arrive at the New York, Rome, Milan, and Paris flagships in April 2014. But Valentino is giving consumers an opportunity to see the collection and participate in the Shanghai flagship through a live-streaming fashion show.
Livestream makes brands more accessible to younger audiences, and can change people’s view on some brands previously perceived to be stodgy by the younger set.
“This campaign is likely to cast Valentino in a modern, tech-savvy light,” Karen Pattani-Hason, head of new business and partnerships for Aurnhammer, New York tells Luxury Daily, “Understanding that one’s customers are worldwide, and choosing to connect to them via livestream, is a great move for a legacy brand aiming to draw in newer, younger fans.”
You can livestream the fashion show at live valentino.com.
image credit: valentino