Creating Shared Value launched on 31 May to steer Valentino in a greener direction, honouring the planet, resourceful materials and environmental fields. Constantly being updated by the Valentino team, the user is invited to immerse themselves in an interactive universe, where the house's values are recounted in three sections: People, Planet, Product. At the heart of the launch of Creating Share Value is a stop motion video, lensed by BAFTA winner and founder of the Amphibian Husbandry studio Ainslie Henderson. Central to the video is a singular green thread acting as the connecting dot to the Italian brand's new conscious-driven approach.
Valentino delved further into the three sections of the digital hub in a press release, recounting why each part is integral to the brand's 'modus operandi', and how this creates a dialogue rooted in love and care with the Valentino customer. Writing that the 'human component has always been at the centre of the actions of the maison', Valentino vowed to 'apply its inclusive internal company culture to the outside world' and so, through teaming up with cultural organisations to sponsor scholarships and help with mentorships, Valentino is putting emphasis on the 'conversational' part of what community really means. Where there is a community, there's a dialogue and where there's a dialogue, there's a chance to stimulate positive social change.
By admitting 'the direction of the brand's operations is fuelled by its sense of responsibility in the highest meaning of the term', the Pierpaolo Piccioli-run house has not only prioritised its community, but the planet, too. The launch of Creating Shared Value also sees Valentino become the first luxury brand to partner with Karma Metrix - an innovative measuring system that explores digital sustainability - wanting to take responsibility for adopting 'transparency' in all that they do as well as stepping up to concentrate on conscious manufacturing processes, meaning Valentino's products maintain the same level of luxuriousness, just with a greener undertone. Who said luxury wasn't inclusive?