Valentino’s Pierpaolo Piccioli and Craig Green on Creative Collaboration

The Business of Fashion Podcast

The Business of Fashion

Fashion & Beauty, Business, Arts

4.6 • 770 Ratings

🗓️ 11 June 2021

⏱️ 39 minutes

🔗️ Recording | iTunes | RSS

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Summary

The Valentino creative director and London menswear designer discuss their process reimagining the Roman brand’s signature rockstud.

The Valentino rockstud has become a brand icon. To mark its tenth anniversary, creative director Pierpaolo Piccioli teamed up with British menswear designer Craig Green to create a sneaker adorned with the Valentino symbol. It was a collaboration forged over Zoom during the pandemic, with Piccioli based in Rome and Green in East London. On this week’s episode of The BoF Podcast, editor-at-large Tim Blanks speaks with Piccioli and Green about creative collaboration and reimagining design icons.

When collaborating, designers’ differences can often offer the best source of creative inspiration, says Green. “A collaboration works best when it’s from two separate worlds coming together and seeing what can be born out of that.”
Shifting meaning while upholding tradition has been Piccioli’s mantra. The new sneaker aims to honour Valentino’s heritage and traditions, but also find the power in reinterpreting an established symbol. “I want to use the same objects, the same signs, but I want to give them a different meaning,” says Piccioli.
Above all, collaboration is an education. “I think with every collaboration and with every person that you work with, especially working with someone like Pierpaolo, you learn a lot,” says Green. “You kind of inevitably change in the future what you plan to do.”

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Transcript

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0:00.0	I always believe in collaborations.
0:05.0	I feel that creating connections, it means a lot even for a brand.
0:11.0	Collaborations work best when it's almost like from two separate worlds coming together and seeing kind of what can be born out of that.
0:22.0	Hi, this is Imran Ahmed, founder and CEO of the Business of Fashion.
0:25.9	Welcome to the Bof podcast.
0:27.6	It's Friday, June 11th.
0:29.5	This week, our editor-at-large, Tim Blanks, has a pleasure of speaking with two of the
0:33.5	industry's most respected and watched designers.
0:37.0	Valentino's Pierre Paolo Picioli,
0:39.4	and the menswear designer Craig Green, who spoke about their new creative collaboration,
0:44.7	reimagining Valentino's Rock Stud. The Rockstut has become a brand icon for Valentino,
0:50.4	and to mark its 10th anniversary, Picholi was looking for a way of reinterpreting an established
0:55.2	symbol and thought that partnering with another designer could help give the Rockstad a different
0:59.8	meaning. Here's Pierre Paolo Piccioli and Craig Green, Inside Fashion. Welcome, Craig, Pierre
1:08.1	Paulo. We're going to talk today about one of the most interesting collaborations I think I've come across in an era when everybody is talking about collaborations.
1:21.8	The whole notion of working together has obviously become a huge thing over the course of the pandemic when people
1:29.0	are looking for their own approaches to trying to find their way into a very uncertain future.
1:34.9	And working with other people seems to be something that people have settled on, which I really
1:38.8	like. It seems such an obvious thing. But this collaboration doesn't strike me as obvious. So I want to know right away,
1:47.5	how did this happen? Yes, I always believed in collaborations. I feel that creating connections
1:55.2	and real, it means a lot even for a brand.
2:01.4	I did collaboration, different kind of collaboration
	...

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