Valentino pops up with VLTN Tokyo

Sport-themed pop-up store VLTN Tokyo has opened in Japan to showcase Valentino’s latest resort collection.

Also on display in the store are limited-edition items with the new VLTN logo, including basketballs, yoga mats, sneakers and t-shirts.

Creative director Pierpaolo Piccioli made his fourth visit to Japan to launch the active space, designed to “break a border of the artisanal Valentino culture”.

In high-end fashion area Omotesando, close to the street-culture mecca of Harajuku. The space has gym touches like jump boxes and basketball nets.

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“I want to show a different side of the brand with real street vibes.” says Piccioli. “Tokyo is an ideal place to launch this collection celebrating freedom, diversity and individual expression.”

A catalogue titled VLTN TKY Zine, featuring the designer’s portraits and favourite Japanese words, was distributed to guests at the pop-up’s launch with an “I Love Tokyo” message on the last page.

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In Hong Kong, another venue for the pop-up, a cocktail party at IFC Mall, saw hundreds of screaming fans mark the arrival of Korean pop star Sehun from Exo, dressed in styles from the brand’s latest athletic-inspired menswear collection. Also attending were Hong Kong celebrities ranging from singer/actress Kelly Chen and singer/songwriter Pakho Chau to snooker star Marco Fu Ka-chun.

A similar concept space was opened in Soho, New York City, last month, and Milan.

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