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Valentino Extravaganza

Fashion Inc.

by Lauren Goldstein Crowe
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Jun 27 2007 12:00am EDT

Valentino Extravaganza

We still don't know the answer to "will Valentino stay or go?" but WWD publishes a special section today devoted to everything you ever wanted to know about the man and his business. Most surprising tidbit? Apparently his business partner Giancarlo Giammetti invented the modern fashion ad. Asked what proudest achievement was, he says,

My vision of ad campaigns in the late Sixties, when I created what I call the first 'groupage.' Before then, textile mills invested in ads usually by pulling a designer runway shot with their [logo] beneath. So I asked the mills to give us the money, and we organized a 14-page spread by Gian Paolo Barbieri. We bought tons of semolina flour to re-create dunes because Valentino's collection was inspired by North Africa and Arabia. The sky was lit to change color and the model was Mirella Petteni. It was hilarious. The year after, Mila Schon did the same thing and later even, Versace. It changed the whole outlook of magazines, too.

Who knew?

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