Valentino reverses the course and revolutionizes its business model by announcing the last goodbye to fur by the end of 2021. This decision will lead the Maison into brand new waters, whose currents, however, are dragging more and more brands towards a more conscious and sustainable approach.
“Maison de Couture for us means creativity, uniqueness, intimacy and inclusive mindset. The fur-free concept is perfectly in line with the values of our company”, CEO Jacopo Venturini declared. “We are making rapid progress in the search for different materials, focusing a greater attention to the environment”.
Valentino Polar fur shop based in Milan will cease its activities towards the end of the year, and in 2022 we will be able to see all fur-free collections on the catwalk already.
The new strategy is combined with a long series of changes put in place in the company, including the shutdown of REDValentino with the latest collection set for winter 2023/2024.
“There are many inputs that customers and our Friends of the House, are exposed to on a daily basis,” added Venturini. “In this scenario, concentrating ourselves on one and only one brand can sustain a more organic growth for the Maison”.