Giancarlo Giammetti, co-founder of the Valentino fashion house alongside Valentino Garavani, reflected on the early days of their brand, noting that fashion was not yet widely recognized as an art form and designers were not regarded as artists. He shared these insights in a video from Rome, recalling the brand’s establishment in 1960.
This month marks the release of a monumental 576-page book titled "Valentino: A Grand Italian Epic," dedicated to the illustrious history of the Valentino brand. The volume features an extensive collection of gown sketches, archival images, vintage advertisements, editorial spreads, and captivating anecdotes from celebrity admirers.
Notable figures such as Elizabeth Taylor discovered Valentino while filming "Cleopatra" in Rome, while icons like Audrey Hepburn and socialite Nan Kempner admired the label’s timeless elegance. Valentino Garavani was known for shunning fleeting trends, instead cultivating a signature style described as "frothy, sensual, sweet-toothed glamour," emphasizing classic sophistication.
Matt Tyrnauer, director of the 2009 documentary "Valentino: The Last Emperor" and author of the new book, highlights the fashion house’s pioneering role in shaping public relations and contemporary marketing within the fashion industry.
According to Tyrnauer, fashion once catered exclusively to an elite circle of women uninterested in publicity, but times evolved. Giancarlo Giammetti was instrumental in leading this transformation, bringing the Valentino brand to the forefront of modern fashion promotion and outreach.
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