Global fashion house Valentino has announced several business operations changes involving a new vision for sustainability and creative positioning.
As part of a new movement, Valentino will eliminate fur from its collections from 2022 and close down its RedValentino operations from 2024. This action supports a new mission to focus all creative efforts on one label and leverage new opportunities to support the sustainability movement. The change is part of the brand’s decision to step forward with new creative pursuits and become a more ethical, eco-friendly brand.
Valentino Polar fur company has been around since 2018 but will cease all operations at the closure of 2021, making fall/winter 22’ the final fur debut. This new phase will further Valentino’s momentum towards sustainability and begin a pursuit for new, sustainable textiles.
The fashion house will add to the growing list of luxury fashion houses that have removed fur from their collections. Labels such as Balenciaga, Alexander McQueen, Gucci, Versace, Armani, Burberry, Michael Kors, Prada and Jimmy Choo have led the revolution against animal products (fur, wool and leather) in various products. Last month, Saks announced the cease of all fur products on their shelves from 2023, following changes in consumer behaviour.
“Maison de Couture for us means creativity, uniqueness, intimacy, and an inclusive mindset. The concept of fur-free is perfectly aligned with the values of our company. We are rapidly advancing in the search for different materials for the collections of the next few years“ – Jacopo Venturini, chief executive of Valentino.
The modern consumer is growing more socially and ethically conscious, and consequently, ethics are influencing spending behaviour. Fur has gone from being a gauge of prosperity and status to being detached from contemporary concerns. In 2020 the Humane Society (UK) conducted an opinion poll on fur products in society. 72% of individuals would support a ban on the sale of products using fur. “The response population found that individuals used words such as “unethical”, “outdated”, and “cruel” to describe the use of fur in wearable products.
Ceasing the sale and production of fur at Valentino kindles a new chapter for the company. The phase will position the fashion house with improved social relevance.
The End of REDValentino.
The next step in redefining Valentino’s business model is the closure of their sub-label REDValentino in 2024. According to Maison Valentino, the shift aims to “focus energies on one single label to leverage creativity and mastery to support a new momentum on sustainability”.
Red Valentino is an off-spring of the company’s primary operations, designed to appeal to a younger clientele and the urban consumer. RED, standing for Romantic Eccentric Dress, was established as a modern and edgy line with a more accessible price tag. The final REDValentino group, including both clothing and accessories, will be Fall Winter 2023/2024. Like Giorgio Armani and Burberry, many other designers are restructuring their collections to assist the clarity of brand messaging and raise their market position.
Change is happening at Valentino, and with this new positioning, we can expect celebrated “creativity, uniqueness and inclusiveness”, but with special attention for a more ethical approach.