Fashion Feud: Dior Demands $100,000 From Valentino for Disrupting Its Retail Operations - Trending

But is it necessary?

Last week, Valentino showcased its latest collection at Paris Couture Fashion Week Fall/Winter 2022. The house, helmed by creative director Pierpaolo Piccioli, staged the show at Rome’s Spanish Steps, attended by actors Anne Hathaway, Andrew Garfield, Kate Hudson, and Florence Pugh.

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Due to the celebrity guest list, Valentino being a luxury fashion giant, and the show set in a famous landmark, the event garnered a large crowd of spectators—and Dior has a problem with it. 

Since Dior has a store in a neighboring area, the retail manager of Christian Dior Italia filed a complaint directed to Valentino, requesting compensation of $100,000. According to reports, Valentino sent a letter to the area’s affected retailers and “guaranteed foot traffic to the stores.” 

However, Dior claimed that the foot traffic was “not reflected in any way” on Valentino’s show day, July 8. The French house demands Valentino to pay the sum within 15 days, or it would “adopt all the necessary measures to protect its rights.”

Worth the trouble?

Dior filed the complaint despite Valentino acquiring the necessary permits to host the show at the landmark.

They must have lost a percentage of sales that day, but is a possible lawsuit necessary? According to Global News Wire, Dior garnered revenue of €10 billion in the first quarter of 2022. That’s a 29 percent growth from 2021, and per Forbes, their total revenue last year was €64 billion. 

In contrast, Valentino’s 2021 sales reached only €1.23 billion.

Piccioli told Vogue that holding the show at the Spanish Steps is “very personal. “The last time Valentino did a show on the Spanish Steps was in the 1990s,” he added. In fact, Rome is where Valentino Garavani founded the historical maison in 1959. 

Among other brands, Chanel has a store in the area, but only Dior has complained.

Banner photo from @maisonvalentino on Instagram,

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