Valentino taps onto the celebrity of ambassadors Yang Yang and Yang Zi for its colour-crazed Lunar New Year collection.
If recent years have cemented the house of Valentino with its “Pink PP” fuchsia, it is high time to re-embrace its original iconic ruby red for the Lunar New Year. The maison is throwing it back for the season, recalling its symbolic red, just in time to usher in the Year of the Dragon.
Whilst some critics may dismiss the house’s choice to slap its vivacious red onto its lines; we proffer the collection to be one that truly sticks to the tradition of the Lunar New Year. In Chinese customs, the bold hue has long been associated with notions of prosperity and protection. Some may recall the mythical stories of Nian, an evil spirit who existed in the festive folklore surrounding the occasion. In a stroke of luck (haha), Nian encountered fireworks and the bright red hue — and was scared off in the process. While some traditions have evolved — you can now find Western-imported truffle in your Lunar New Year menus! — wearing red has maintained a position of being unshakeable and still-revered.
And for those averse to incorporating the slightest brightness into rotation, luck is on your side! Chinese customs have too declared that luck is not limited to a single hue. As a gold-adjacent shade, the colour yellow can command power, prestige and prosperity. Which is why the capsule has offerings crafted in creamy butter-esque colours too.
V-Logos thus find footing in colour-blocked reds and creams, while gold hardware permeates the house’s standout offerings in bags and ready-to-wear. Donned by ambassadors Yang Yang and Yang Zi, the campaign vibrantly captures attention, not just for their standout visuals, but also for the spirited vitality backed by colour.