Later this month, the fashion house will unveil an interactive space in the Chinese fashion capital’s Power Station of Art, in a move to further engage with customers in the world’s biggest fashion market.

A growing number of brands are turning to China in a bid to boost sales as other markets struggle to recover from Covid-19. Valentino follows in the footsteps of players like Chanel, Louis Vuitton and Tiffany, which have held exhibitions and interactive experiences in Shanghai in recent years.

The project, entitled Resignify Part One: Shanghai, will aim to attract new audiences to Valentino by immersing them in its brand story and house codes under creative director Pierpaolo Piccioli. It will run from December 19 to January 17, 2021.