Revolution is here! Valentino to host its first virtual ‘Valentino Garavani Backnet’ event on June 4


With the world adapting to the new-normal scenario, courtesy COVID-19 pandemic, the fashion fraternity is looking out for alternatives to carry out the major fashion events with less human interaction. Ensuring public safety, many fashion brands have opted for a digital approach to carry out their shows as well as the collection launches.

Ditching the traditional way, fashion label Valentino is all set to host a virtual ‘Valentino Garavani Backnet’ event dedicated to its namesake Backnet sneakers.

Image courtesy: Offical site of Valentino

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This online event, all set to happen on June 4, 2020, would be live-streamed on a digital platform and would be free of all human interactions. The guests who wish to join the virtual event would be provided with an online link to participate remotely.

Hosted by Alessio Ascari, the creative director of Kaleidoscope magazine, this event would also highlight performance by Berlin-based collective, Sucuk & Bratwurst, who has previously worked with brands like Dior, Nike, Adidas amongst others. This creative group created 3D animation details for the sneakers enhancing its look and feel even in the digital environment.

The viewers or the potential customers joined via link would be allowed to customize the Backnet by adding their initials at the back of the sneakers. They would be assisted by a dedicated sales team that would guide them through the purchasing, placing order as well as the delivery or in-store pickup.

Well, this marks the start of digitalization in fashion events. What are your thoughts on this?

(Source- WWD, Offical site of Valentino)