Valentino, whose red gowns are often spotted on the red carpet, is showing its sporty side. The Italian fashion house is collaborating with stores like Maxfield in Los Angeles and the Webster in Miami Beach for VLTN pop ups. The experiential strategy celebrates Pierpaolo Piccioli’s athleisure-inspired resort collection for 2018, as well as exclusive, limited-edition VLTN logo merchandise (yoga mats, basketballs, baseball caps, tracksuits, sneakers) just like sports fans wear to support their favorite teams and players. Piccioli researched Valentino’s archives from the logo-obsessed Eighties and Nineties for the perfect interpretation. So clients get in the game, shop in shops transform settings through gymnasium-inspired concrete walls, wood floors and nets. Sales associates sport uniforms, too, albeit chic white shirts from the Valentino Rockstud Untitled collection. The Webster’s activation ends November 10.
1220 Collins Avenue; 305.674.7899; thewebster.us