Giambattista Valli refused to let his H&M collaboration ‘be a parody’
Giambattista Valli was determined for his H&M collaboration to be “totally faithful” to his iconic designs.
The Italian designer’s range for the high street retailer is set to be released next month, and in an interview with Vogue Australia, Valli explained that the line is an “ABC” of what he’s done in his career so far.
“I’m couture, I’m ready-to-wear, a mix of everything. I want people to be able to wear one of my couture jackets over jeans. I like the idea of H&M in front of a Caravaggio,” he told the publication before going on to insist that his latest partnership won’t dilute his luxury label. “I don’t want Giambattista Valli x H&M to be a parody. I’m a perfectionist; I want the collection to be totally faithful and honest to the customer.”
Valli also wants to eradicate gender from his clothes and encouraged people to experiment with pieces from his upcoming collection.
“I like to remove the etiquette surrounding he and she and think about creativity and freedom. I thought about who the Valli girl surrounds herself with. There is a fluidity, with the women wearing one of the men’s jackets. Everybody’s free to interpret it their own way,” the 53-year-old shared.
The campaign for his collaboration is fronted by Kendall Jenner and was photographed in a private garden in Rome and at the Galleria Doria Pamphilj.
Valli is proud of the decadent adverts to promote the collection, and unashamedly admitted that he creates luxury clothes to make people feel good.
“I’m not a designer who dresses someone to go to work – my community is very jet set. I hate it when luxury houses make people feel they need to buy something, or else you aren’t cool,” he added.
The Giambattista Valli x H&M collection will hit shelves on 7 November, 2019.