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Valentino stepping up international presence with Moscow boutique

FashionBy Sunday World
Valentino stepping up international presence with Moscow boutique

Valentino has opened a new flagship in Russia as part of its "global approach" strategy.

The Italian fashion house, founded in 1960 by Valentino Garavani, unveiled an extravagant flagship store in central Moscow last week (ends 13Nov16), trumpeting its arrival with a speakeasy-themed party hosted by creative director Pierpaolo Piccioli. The 5,400-square-foot unit at the Hotel Metropol on Teatralny Proezd, not far from Red Square, showcases women’s ready-to-wear, accessories and fragrance collections across one level.

"We wanted to create a moment, which wasn't created in a particular place, and to celebrate the opening of this store by allowing people to experience Valentino in a different way," Piccioli told i-d.vice.com of the glamorous bash. "It's getting something that you already know from a different perspective, which is exactly what I want to do with the house.”

While he may be expanding in Russia and the Middle East, Piccioli is adamant that Valentino will always maintain its inherent culture. In particular, the sartorial star hopes to retain the label’s Roman roots.

"I think it's important to have a global approach, but maintaining your local identity. Valentino is a really Roman house and I'm definitely very Italian in terms of identity. But I like to look to the world. It's open,” he explained.

It has only been four months since Piccioli was left to helm Valentino on his own, as his partner-in-design Maria Grazia Chiuri jumped ship to Dior in July (16). He presented his first solo show in October (16) at Paris Fashion Week, where his “punk meets Hieronymus Bosch” collection was met with great praise.

And the designer insists that his style will continue to be an amalgamation of various influences.

“Something cool is not something that tries hard to be cool. Cool is related to the contemporary. It's balancing high and low, different languages together, diversity, street and couture,” said Piccioli.

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