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The roll-out of Valentino’s resale is underway. The Italian luxury fashion house is offering vintage Valentino pieces at four global boutiques this month as part of an ongoing push towards resale designed to breathe new life into past collections.
Valentino first launched Valentino Vintage in October, asking owners of vintage items to resell them to the brand in exchange for store credit. From now on, these pieces are available for sale: for two weeks next June, the house will take over Madame Pauline Vintage in Milan; The vintage dress in Tokyo; New York vintage; and Resurrection Vintage in Los Angeles, to sell the vintage collection to new customers, according to an announcement from the brand. Valentino Vintage was led by CEO Jacopo Venturini and designer Pierpaolo Piccioli.
More and more luxury brands are getting directly involved in resale as a way to recycle old collections and win new customers. Gucci’s Gucci Vault concept is also resurfacing with vintage in-house pieces. Other brands have worked directly with resale platforms such as RealReal and Vestiaire Collective.
Valentino, which is owned by Qatari investment fund Mayhoola, reported a return to pre-pandemic levels in 2021 on full-price sales of accessories, beauty products and fragrances. The brand shook up its executive suite this year as part of a wider restructuring: operations and logistics director Giuseppe De Mori and global finance director Alberto Fasanotti joined the house earlier this year, while Alessandra Beretta was named CEO of Europe this week. In April, the company hired Janice Lam to lead its Greater China business. Venturini, who joined in 2020, has focused the brand’s retail strategy on direct channels; Valentino Vintage extends brand monitoring to resale.
The vintage program is being rolled out in phases. The third phase, according to the brand, will be to bring Valentino Vintage to fashion schools, “where the latest and most original stories are born,” according to the release.
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