BizJournals Portfolio
Home >   Business Views, Opinions and Blogs >   Business Blogs >   Fashion Inc. >  

Valentino Extravaganza

Fashion Inc.

by Lauren Goldstein Crowe
Main
Harvey Weinstein Taken To Task Over Halston   Barneys, Bergdorfs and the Jewish Shopping Vote, Pt. II

Recent Blog Posts

Links

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?

blog comments powered by Disqus
Real Business, Real Results
Out of the 'Family'

Did anyone at Microsoft ever watch the (gasp!) offensively funny show Family Guy?

Cruz Missile Lands

Ex-Morgan Stanley exec Zoe Cruz is now heading her own hedge fund. Are Wall Street's leaders done?

Scandal Chic

Martha, Bernie and Skilling know that what you wear for court can go a long way in public perception.

spotlight on

Health Care

Bad to the Bone No More

Companies such as General Mills say they're stepping up efforts to change employees' bad behavior and promote healthier lifestyles. Read More