Mytheresa x Maison Valentino Digital Campaign

Mytheresa will launch an exclusive Valentino Garavani VRING bag, designed by Creative Direc- tor Pierpaolo Piccioli, in the shades of cream, light ivory and pastel grey, contrasting with the new bold V logo finished in antique brass and adorned with a ring and a red tie.

To celebrate the special partnership Valentino and Mytheresa have commissioned British art- ist Thomas Webb, known for his use of real-time data to create his digital works, to develop a three-part concept that seamlessly merges physical and digital spheres. Following a pop up at the Mytheresa store in Munich, Webb is creating a dedicated digital campaign for all Mythe- resa channels onsite and offsite.

Set in a futuristic world we follow the protagonist, model Daberechi Ukoha-Kalu, seamlessly navigate through her daily routine, which is enhanced by augmented reality. She purchases the exclusive Valentino Garavani VRING bag by simply touching an interactive digital mirror in her wardrobe and her order is delivered shortly thereafter. As she steps outside we notice the augmented reality graphics extend into the real world. In a world full of data to collect, her commute to work is relaxed, the world around her is bending to her convenience. She does not fear the rapidly changing complexity of the internet and of technology but instead uses it to improve her life.

To support this unique artistic collaboration, Valentino and Mytheresa will host an intimate dinner during Art Basel on June 10th, 2019, where guests will be able to see and experience Thomas Webb’s interactive infinity mirror installation.