The VLTN store installation in Florence

Valentino is extending its VLTN retail project, which debuted with the women’s resort collection in October, to men’s wear.

Unveiled this week in Florence – where in conjunction with international men’s wear trade show Pitti Uomo the brand unveiled a special installation at its local shop — the launch includes the opening of additional installations and pop-ups in key locations around the globe.

Special installations will be unveiled inside the Milan flagship on Via Montenapoleone and inside the Rue Saint-Honoré store in Paris, respectively on Jan. 12 and 18. Then, starting from Jan. 26 for three weeks, dedicated VLTN men’s pop-up shops will bow in Tokyo, New York, Hong Kong and Seoul.

A look from the VLTN men's collection

A look from the VLTN men’s collection.  Vittorio Dozio

The temporary retail spaces, in line with those unveiled for the resort collection, will feature a white, minimal look inspired by vintage gyms. Concrete will be combined with raw wood and metallic netting in venues decorated with simple benches.

The retail installations and pop-ups will carry the VLTN men’s collection, which includes a selection and reinterpretation of some of the pieces shown during the brand’s men’s spring 2018 runway show that marked the debut of the VLTN logo. Creative director Pierpaolo Piccioli and his team cribbed the logo from old Valentino ones from the Eighties and Nineties.

Focused on an elevated, luxury athletic wardrobe, the VLTN men’s collection combines influences from the sport, active and street worlds.

The exclusive VLTN men's red T-shirt

The exclusive VLTN men’s red T-shirt.  Courtesy Photo

Along with the VLTN seasonal pieces, such as tracksuits and cotton shirts, each pop-up will carry exclusive items, such as a VLTN logo T-shirt and a tracksuit, both worked in red, as well as an exclusive pair of sunglasses. Other logoed items that will be on sale include a baseball cap, a basketball, shoe laces and a gym towel, while each pop-up shop will carry a T-shirt printed with the name of its city.

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