Valentino Partners With Nick Knight for an Immersive Couture Experience

Valentino has announced an immersive experience to be created by Nick Knight, making a bold statement by collaborating with an innovator in the field of online fashion to rethink fashion’s digital potential. Scheduled to occur on July 21st, the live event will take place at Rome’s Cinecettà film stage and will “merge the human and digital worlds” to showcase the values of haute couture.

As the industry enters a summer of digital fashion weeks, brands are faced with the challenge of how best to adapt the experience of live fashion shows to screens around the world. During the Fédération de la Haute Couture et de la Mode’s official digital fashion week July 6–8, Valentino will be debuting a video preview of their immersive experience during its originally allocated time slot at 6 p.m. on July 8. Also produced by Knight, the video is also slated to be a hybrid physical-digital showcase—which has given rise to the new buzzword “phygital”.

Nick Knight is a pioneer of fashion films and technology with his unique platform SHOWstudio, which has consistently pushed the boundaries of communicating fashion online since the early 2000’s. So far no other video artists, directors, or innovators have yet been announced to participate in this summer’s digital fashion weeks.