Sustainability continues to reshape the fashion industry, and more brands are embracing circular practices as a new standard rather than a niche idea. From luxury houses to fast fashion chains, the shift toward second-hand, vintage, and rental fashion is accelerating. This movement is not only influencing how clothes are produced and sold, but also how models, creatives, and a new generation of fashion consumers engage with style in a more conscious way.
Major names like Gucci and Isabel Marant were among the early luxury players to explore resale, while popular chains such as Gina Tricot have followed suit. A recent global report even predicts that second-hand fashion will overtake fast fashion by 2030, signaling a major transformation across the industry. As sustainability becomes part of brand identity, campaigns now frequently feature models who embody authenticity and long-term style rather than disposable trends.
Valentino is the latest luxury house to jump on this green wave. According to WWD, the Italian brand has partnered with a select group of renowned vintage stores around the world to launch a curated Valentino Vintage initiative. These include Madame Pauline Vintage in Milan, New York Vintage Inc. in New York City, Resurrection in Los Angeles, and Laila Tokyo in Japan. Such collaborations show how heritage brands are working beyond the traditional runway system, often engaging talent through model agencies and creative networks aligned with sustainability values.
Owners of vintage Valentino pieces are being encouraged to bring their garments to participating stores. In return, they receive vouchers that can be used toward new Valentino collections. This creates a bridge between past and present, allowing both loyal clients and new audiences—often introduced through editorial shoots, models, and storytelling—to participate in the brand’s evolving narrative.
The second phase of the project is set to launch in January next year, when customers will be able to purchase the submitted vintage pieces directly. While Valentino has remained discreet about the long-term strategy, the initiative reflects a broader industry trend where luxury brands, model agencies, and creative directors are rethinking value, longevity, and relevance.
Creative director Pierpaolo Piccioli has long aimed to modernize Valentino while preserving its core values. Valentino Vintage is seen as a natural extension of that vision. For eight years, Piccioli worked alongside Maria Grazia Chiuri as part of a creative duo that helped restore the house’s global influence. Since Chiuri’s move to Dior in 2016, both designers have continued to shape fashion at the highest level, inspiring designers, models, and the wider modeling industry alike.
As sustainability becomes central to fashion’s future, initiatives like Valentino Vintage suggest that luxury, heritage, and responsible innovation can coexist—setting a new standard for brands, models, and model agencies navigating an industry in transition.
