Maison Valentino has just launched Creating Shared Value, a new conscious-driven area of its website.
The new area was launched on May 31st as an internal section integrated within the brand’s website, and it tells the stories behind the house’s daily operations, increasingly committed to a greener transition through dedicated projects in the social and environmental fields.
Valentino Creating Shared Value
The project aims to work as an updated window in which the user can immerse themselves in an interactive universe.
The company had already recently announced its aim to start taking a more conscious-oriented direction. For s/s 2022, for instance, it launched the new sneaker Valentino Garavani Open for a Change made with bio-based materials like polyurethane uppers made from corn-derived polyols and studs made with recycled nylon.
Valentino Garavani Open For A Change sneakers
Even before, it had decided to stop using furs and alpaca fleece, a decision put into practice starting from f/w 2022. It has also decided to use packaging made with recycled paper and recycled cotton cases.
The Creating Shared Value area is hosting three sections–People, Planet, Product–that present the key principles of the company’s modus operandi.
Through the People's section, Maison Valentino aims to underline how the human component has always been at the center of its actions as artisanal excellence is not only the result of a creative vision, but also of the qualities and talents of the workers who make it happen.
Valentino Creating Shared Value
The brand has vowed to apply its inclusive internal company culture to the outside world through partnerships with cultural organisations, scholarships, mentorship, and conversations between artists, youths, and their communities, allowing them to stimulate positive social change.
The Planet section aims to convey the Maison's consciousness about the dramatic environmental situation. It aims to adopt transparent practices, shifting the business model to match an ever-evolving world, and investigating the infinite possibilities offered by research and environmental impact analysis. Hence, Maison Valentino will become the first luxury brand to partner with Karma Metrix, a measuring system meant to explore its digital sustrainability.
Valentino Creating Shared Value
The Product area wants to highlight the fact that by rethinking the brand's heritage and adapting its business model to a new conscious-driven operation is an opportunity for research and innovation, and for discovering new applications and processes that live up to the quality craftsmanship of all time. Re-signification is expressed, through the creation of artifacts and collections that are made to last, and yet use technology, and innovation as allies to rethink production processes, pushing the limits of creativity further and further.
To tell the story of the world behind Creating Share Value, the Maison has chosen to present a stop motion video whose protagonist is a green thread, a symbol of its new conscious-driven approach, made of a 100% organic cotton thread from the Netherlands and canvas obtained from recycled cotton.
Valentino Creating Shared Value
The eye behind the camera is that of Ainslie Henderson, founder of the Amphibian Husbandry studio and talent of Curate Films. The Edinburgh-born writer, director, animator and artist received a BAFTA in 2012 for The Making of Longbird. He has also created animated shorts and music videos such as the James’ Moving On, which reached 1.9 million views on Vimeo.
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