Milanese Corso Como is the home of many huge fashion houses, however, they could still come up with something new during the fashion week. They opened the Red Valentino pop-up store on the 24th of September, which is essentially a giant glass capsule in the middle of the street. This time again, things are not that simple!
Though the apropos of the store is obviously the Milan Fashion Week, the brand’s stated goal was to create a final product that is spectacular and make people wonder. Creative directors of the brand, Maria Grazia Chiuri and Pierpaolo Piccioli are world famous for how they approach contemporary art as a style. Their art is based on contrasts, the simple existence of love, on visual and literatural impressions, and the synthesized, lively and unique style born by the above facts.
This time we can be part of an interesting street art collaboration. The initiative, named “Food for Thought” materialized with the help of street artist ZAP. During the Thursday performance, people who walked on the street could take part in the creating process, just like everybody else did. At certain times, ZAP worked on an artistic creation made of fabrics, placed on the largest external surface of the store. So the collage became some kind of link between every participants, and the words love and togetherness that were mentioned before, raised it to a much more personal level.
Through this program, Red Valentino contributed to make the fashion week more than just clothes and accessories. They proved that the soaring of human consciousness and thinking is not happening at a VIP event, but through open and creative artistic philosophy.
Enjoy the rest of your day,
Magyar verzió és további képek a Glamour Online oldalán.
All photos taken with Sony Camera.