Italian brand puts traditional artisans on fashion frontline

Italian luxury brand Valextra hopes to collaborate with more  traditional artisans in the future, Xavier Rougeaux, Valextra chiefexecutive said in an exclusive interview with China Daily after successfully unveiling the first-ever collaboration with a Chinese intangible Cultural Heritage Artist in November.

"For me, the journey is only the beginning... First, because it's a way for our artisans in Milan to continue to test, to learn, to engineer new techniques because we need to always offer something new and desirable for the customer. At the same time, if we can be a 'window' for  Chinese traditional artisans to present that to an international customer through Valextra, I would love that," said Rougeaux.

The Valextra Bamboo Iside Limited Edition was unveiled at the brand's Shanghai store in Plaza 66 on Nov 4. The collection of 20 pieces is exclusively available in  China  with a select few pieces to be showcased at Valextra's flagship store in Milan and Kyoto.

Valextra has always integrated art into its design and is committed to fusing the realm of artisanal craftsmanship with cutting-edge materials to produce distinctive  creations. The co-branded collaboration with Qian Lihuai, a Chinese intangible cultural heritage bamboo weaving artist, enhances the iconic Valextra Iside with the creative heritage of bamboo weaving.

The collaboration blends Chinese aesthetics with Milanese inspiration, offering a fresh perspective on Italian craftsmanship and a refined fusion of Valextra with traditional Chinese bamboo weaving techniques. Qian's innovative design for Iside integrates Chinese geometric patterns and natural elements, embodying a harmonious reflection of nature while showcasing a blend of modern urban design and traditional Chinese craftsmanship in the intricately woven bamboo strips and marquetry closure.

"If you want to excite customers about the brand, we have to offer something unique. If we simply present the craftsmanship as if it were from centuries ago, customers might appreciate it, but it wouldn't align with Valextra's vision, which is all around innovation.