It’s going to be a merry, red Christmas in Rome. For the second time, Valentino gifted an almost 50-foot-tall tree to the Eternal City to celebrate the holiday season. Situated in front of the house’s historic headquarters in Piazza Mignanelli, a few steps from the renowned Piazza di Spagna, the tree was lit on Dec. 1 during a special event, hosted by creative director Pierpaolo Piccioli.
Singer Tia Architto and the Bresstheme band live performed Christmas carols to accompany the lighting of the tree’s 40,000 led lights and Palazzo Mignanelli’s festive decorations. A range of Italian actors was also present at the event. Singing ceremonies will be replicated in the square throughout the month, on Dec. 9, 15, 22 and 29, around 5:30 p.m. A specific hashtag, #ValentinoPerRoma, has also been launched to invite tourists and locals to meet and share images around the tree during the holidays.
The fashion powerhouse also flanked a charity initiative to the event, donating the daily sales’ proceeds of the “Rouge Absolute Cire Trudon x Valentino” candle — available in the brand’s Rome, Milan and Florence stores — to the Italian Red Cross. The funds will help the people affected by the devastating earthquake and aftershocks that hit Italy’s central regions from the end of August.