Valentino Turns SSENSE MONTRÉAL Into a High Fashion Subway Station

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Luxury lifestyle purveyor SSENSE and its SSENSE MONTRÉAL flagship is debuting Valentino‘s “VRing Station” installation. The space is the elite label’s concept of a metropolitan subway station, filled with signature Valentino silhouettes, such as the brand’s popular Garavani VRING bag, which the concept is named after.

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The subway has long been a study in human behavior. Fake eyelashes are applied, love is professed, books are read, and strangers glance at one another, taking an inventory of what the world appears to be today. In celebration of the #VRING bag, Valentino looked to @subwayhands to interpret the bag as a vehicle for dialogue, a common connection among the lives of diverse New Yorkers.⁣ ⁣ ⁣ Emmanuel and Kirsty have been together for three years now. They live in a one-bedroom in Williambsurg and work 5 minutes from each other in the West Village. Both work late hours, so their morning rides in the subway are cherished as a moment of reflection together. On Emmanuel’s birthday, Kirsty bought him a single calla lily, and hid it in her purse to give to him during their commute.⁣ ⁣ ⁣ Discover the #VRING bag and its journey with @subwayhands at the link in bio. #VRingStation

A post shared by Valentino (@maisonvalentino) on Mar 13, 2019 at 8:05am PDT

To promote the concept and Valentino’s VRING bag, the brand appointed Hannah Ryan of @subwayhands to create a social media campaign in familiar situations on the subway and the connections between urban residents. Candid close-ups of New Yorkers, holding something in their hand while on the subway are featured.

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Subwayhands collaborated with Valentino! I was the dark horse candidate for most stylish in my high school yearbook so this is a really big deal for me. Follow along at @maisonvalentino 🤭 #outtakes

A post shared by subway hands (@subwayhands) on Mar 16, 2019 at 10:33am PDT

Ryan’s representation of the Garavani VRING bag are also displayed at SSENSE MONTRÉAL in stills and on screens, as the moments evoke an interesting narrative throughout the space, depicting how the bag is represented in an urban landscape, alongside a selection of Valentino’s SS19 womenswear, menswear and accessories.

The Valentino Garavani VRING pop-up is on view at SSENSE MONTRÉAL beginning March 22 until April 4, while the brand’s SS19 collection is also available in-store and on SSENSE’s website.


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