In March, Italian designer Pierpaolo Piccioli presented a fall 2022 collection for Valentino that included look-after-look of head-to-toe hot pink outfits— 40 of them to be exact. The striking shade of fuchsia was dubbed “PP” Pink and was created in collaboration with the Pantone Color Institute. The vivid hue immediately became the color of the season, grabbing the attention of celebrities, including Anne Hathaway, Gigi Hadid, Naomi Campbell, and Nicola Peltz Beckham, who have all championed looks from the collection in recent weeks.
What’s more, the Italian maison recently tapped Zendaya to star in the collection’s latest womenswear campaign, a dreamy video shot by Emmy award-winner Marcell Rev who is known for his stunning cinematography on HBO’s Euphoria. The visual project, titled Pink Dreams, sees the actress fall asleep in a dark, desolate room only to wake up moments later in a Barbie dreamhouse of sorts, in which everything from the walls and windows to the chairs and floors are completely washed in Valentino’s piquant hue.
Now the label is further celebrating its captivating collection coming to its stores this month by launching a series of installations, physical activations, and parties across the world. Key locations are being given the Valentino pink treatment, including a unique façade wrapping of the Valentino Rue St. Honoré boutique in Paris. Meanwhile, in London, there will be pink-colored buses and phonebooths that would surely make for an Instagramable moment. In Dubai, the iconic hue is taking over Level Shoes’ windows and corridors, as well as its website and App.
The offline events and takeovers will also happen in global fashion hubs such as Paris, London, Milan, New York, Singapore, Seoul, and Bangkok. In addition, the group’s signature hue will be interpreted by a number of creative minds in photography, art, and video.
In other words, Valentino’s Pink PP is set to take over the world— more than it already has, that is.