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A new dawn of masculinity is upon Valentino for SS24

A new dawn of masculinity is upon Valentino for SS24

The Valentino Spring Summer 2024 collection, “Valentino The Narratives”, redefines the notion of masculinity.

Flowers blossom, fabrics billow and colours riot, marking the new dawn of menswear at Valentino. The Spring Summer 2024 men’s collection titled “Valentino The Narratives” rewrites the touchstone of menswear, where creative director Pierpaolo Piccioli proposed a new fashion lexicon that speaks to the modern-day gentlemen.

At the heart of Università degli Studi di Milano Statale where the soothing voice of American singer d4vd quells the sunny weather of Milan, Piccioli upends the restrained, traditional menswear codes — what is deemed as the signifier of authority and success — and delivers pieces imbued with fragility, redefining masculinity through the perspective of a new generation.

It reflected the current society with greater acceptance and inclusivity where men are not afraid to show vulnerabilities and embrace their sensitivity. Gentleness and youthfulness reign supreme at the Valentino show. Classic men’s wardrobe has been reworked to chime in with the current social milieu. Coats are executed with oversized silhouettes to offer a sense of liberation; evening wear is paired with brief shorts to shatter the fixed perception of dapperness, and traditional tailoring is substituted with a revealing cut to instil a touch of sensuality. This alludes to the era of Valentino Clemente Ludovico Garavani, anchored by his fascination with flowers, formal suits, bowling shirts, workhorse overalls and military caban decorated with exquisite floral appliqués. Barbie pink also makes a cameo appearance, tempering sneakers, suits and bags with a tinge of femininity.

To animate “Valentino The Narratives”, the Italian fashion house has released a series of striking campaign images featuring none other than BTS’s Suga. Lensed by photographer Theo Wenner, the Spring Summer 2024 campaign offers a glimpse into the life of a world-famous celebrity on and off the stage. Jumping on the bandwagon of the paparazzi craze, the campaign unveils the frenzied fame of the BTS member while being showered with flash and swarmed by masses of fans — where the illuminating flash sheds light on Valentino’s latest offerings, including formalwear staples, Valentino Garavani Locò Bag and Valentino Garavani One Stud Sneakers.

Once you are done with this story, click here to catch up with our March 2024 issue.