Read on FashionNetwork.comValentino Announces Return to Rome for Autumn/Winter 2026–27 Show
Valentino, the iconic fashion house founded in Rome in 1960, is making a symbolic homecoming. The brand has announced it will stage its autumn/winter 2026–27 catwalk show in the Italian capital in March, temporarily stepping away from the Paris Fashion Week schedule. This move, framed as a homage to the maison's origins by creative director Alessandro Michele, highlights the enduring connection between luxury brands and their heritage cities. The show marks a significant moment for the brand's identity and the global fashion calendar.
In a significant move for the luxury fashion calendar, Maison Valentino has announced a strategic and symbolic shift for its upcoming collection presentation. The iconic house, founded in Rome in 1960 by Valentino Garavani and Giancarlo Giammetti, will stage its autumn/winter 2026–27 catwalk show in the Italian capital in March. This decision represents a temporary departure from the Paris Fashion Week schedule, underscoring a powerful narrative of heritage and homecoming in an industry deeply connected to its roots.
A Strategic Homecoming to Rome
The announcement, made on December 19, 2025, frames the relocation as a deliberate homage to the brand's origins. According to the official press release, "Rome is an integral part of the maison's history, and this return represents creative director Alessandro Michele's homage to the origins and legacy of Maison Valentino." This move is more than a simple change of venue; it is a strategic storytelling device that reinforces the brand's Italian DNA and rich legacy at a time when authenticity and heritage are highly valued in the luxury market.
Implications for the Fashion Calendar
Valentino's decision to present its winter collection in Rome marks a notable, albeit temporary, reshuffling of the established fashion week hierarchy. Paris has long been considered the pinnacle of women's ready-to-wear and haute couture presentations. By stepping away for one season, Valentino asserts the cultural power of its home city while maintaining its stature. The brand has indicated it will re-join the Paris Fashion Week calendar for the show immediately following this Roman presentation, confirming Paris's central role in its global strategy.
The Significance of Place in Luxury Branding
For luxury fashion houses, the location of a major show is a critical component of brand narrative. Valentino's return to Rome leverages the city's unparalleled history, art, and romance as a backdrop, potentially creating a more immersive and emotionally resonant experience than a standard Parisian venue. This tactic aligns with a broader industry trend where brands utilize location to deepen storytelling, connect with local craftsmanship, and create exclusive, memorable moments for editors, buyers, and influencers.
Looking Ahead: The Venue and Creative Vision
The exact Roman venue for the March 2026 show remains to be announced. This anticipation itself becomes a tool for engagement. The choice will be highly scrutinized, as it will offer the first concrete insight into Creative Director Alessandro Michele's thematic direction for the collection. Will he choose a historic palazzo, a modern museum, or an archaeological site? The location will set the tone for Michele's interpretation of Valentino's legacy for the contemporary world.
In conclusion, Valentino's planned homecoming for autumn/winter 2026–27 is a masterclass in luxury brand management. It skillfully blends narrative, heritage, and strategic calendar placement to generate buzz and reinforce brand identity. By temporarily trading Paris for Rome, the maison reminds the world of its foundational story while promising a unique spectacle that celebrates its Italian heart. This move reaffirms that in high fashion, place is not just a location—it is a character, an inspiration, and a powerful statement of intent.
