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Valentino's Pierpaolo Piccioli tells stories through his designs

Valentino's Pierpaolo Piccioli tells stories through his designs

Valentino designer Pierpaolo Piccioli wants his creations to "talk" to the younger generation.

The Italian designer previously helmed the famed label with former business partner Maria Grazia Chiuri, but became solo creative director when she left to head up Dior earlier this year (16). With A-list fans including Keira Knightley, Emma Stone and Jessica Alba, Piccioli has learnt his designs must convey a deeper message.

"The younger generation are interested in fashion if fashion talks to them; if you don’t just deliver clothes but ideas, like values," he explained to The Times newspaper’s Times2 magazine. "That’s what my children like. They don’t want me to explain how many ruffles there are on a dress. They want to know what I am trying to say with the collection."

One way in which he achieves this is by putting together a clothing line like one would work on a movie, first identifying the theme he wants to deliver before building his “story” and characters.

The first thing Piccioli worked on by himself for Valentino was the Rockstud Spike bag, which he launched in September (16). He then unveiled his spring/summer 17 collection during Paris Fashion Week the following month (Oct16), full of feminine dresses and trendy separates.

"Fashion has to make you dream," he said of mixing things up. "But I don’t think you dream only with fairy tale dresses. You need to make people dream with a white shirt, trousers. The big challenge is to add magic to real life."

His work has certainly won him a huge fan base though and Piccioli can’t go anywhere without being stopped and asked for his autograph, which he reveals his 10-year-old daughter "doesn’t understand".

"'Why do they want a picture of you? My father? Really? He is not an actor,'" he smiled of the youngster’s indifference.

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