For Valentine’s Day, brands are offering capsule collections and are launching targeted projects
[In cover: Deimille SS 2022, slingback with heartshaped heel]
It is not just the colour of love that drives brands to celebrate Valentine’s Day. There are capsule collections of accessories, collaborations with fashion institutes to discover new creative languages, and in-store activities for the co-creation of products in which consumers are involved. Here are the proposals of three brands for the most “loved” celebration of the year.
Golden Goose and its in-store co-creation activity
The brand launches two products made just for the occasion: a pebbled leather bag and the ‘Super-Star’ model with reverse construction and colourful hidden details: the exterior of the sneaker is made of white canvas which, if cut through by the customer with scissors reveals a white leather base on which multicoloured messages and details are hidden. On its official website, the brand has also launched a new, fun, and intriguing way to find ‘unique style’ pieces and to make every gift a perfect love match. Golden Goose Sneakers Maker experts will collaborate with brand lovers during various in-store events in Europe and the United States. Customers will be able to co-create their favourite products with Valentine’s Day-inspired designs and phrases.
The My Amore capsule by Pollini
A ‘see now buy now’ capsule collection called “My love” in which the Pollini Heritage pattern blends with a cascade of roses made with the digital printing technique, embellished with embroidered elements. The line consists of bags and a sneaker with contrasting maxi sole.
The combat boot with Cult’s heart
The new proposal for Valentine’s Day by Cult Lab is born from a co-lab with the European Institute of Design in Rome, the project born from the collaboration with the main Italian fashion and design institutes to promote the creative languages of young talents. The brand’s iconic combat boot was revisited by Riccardo Pietrucci, a student at the IED in Rome, winner of the second contest promoted by Cult. “The black combat boot becomes a white canvas, a three-dimensional painting, catalyst of a creative process. A working space able to combine design, art, and the avant-garde” ”
said Victoria Adaeze Ejiogu, Creative Director of the Cult brand and former student of the IED Rome, now head of the creative department of Zeis Excelsa, the Marche region company that owns the brand.