Jumps on the green wave.
More and more fashion brands and fast fashion chains are seeing the value of offering customers second-hand and vintage garments, not to mention renting clothes.
Fashion houses like Gucci and shopping favorite Isabel Marant have already jumped on the wave. The same goes for clothing chains like Gina Tricot.
A new global report believes second hand will take over for fast fashion by 2030.
Now Valentino also wants to sell second hand.
The Italian fashion house has teamed up with a number of renowned vintage stores around the world, according to WWD.
The stores that will sell a selection of vintage Valentino are Madame Pauline Vintage in Milan, New York Vintage Inc in the American city, Resurrection in Los Angeles and Laila Tokyo in the Japanese capital.
People who own Valentino vintage garments have been encouraged to deliver them to stores. In return, they get vouchers they can use for new Valentino collections, according to the website.
The second phase of the project will start in January next year. Here, customers will be able to buy the garments that have been handed in.
However, the luxury brand is reluctant to share in-depth information and very secretive about the project.
Valentino's creative director, Pierpaolo Piccioli, is said to have had the goal of making the fashion house more up-to-date, while maintaining its values. Valentino Vintage should be a step in that direction, according to WWD.
Pierpaolo Piccioli and Valentino
For eight years, Piccioli was part of a creative designer duo for the fashion house with Maria Grazia Chiuri. Together, they made the brand a success again, according to BoF.
However, Chiuri joined Dior in 2016, as the first female creative director. The two Italians are today considered some of the greatest fashion designers Italy has fostered.