Valentino will present its latest collection during Milan Fashion Week instead of Paris this season.
The Italian brand has staged shows at Paris Fashion Week for many years, but it has now been confirmed that it is forgoing the iconic French event as a result of the "unprecedented times" stemming from the Covid-19 pandemic.
"The current situation has forced us to take an unusual decision," creative director Pierpaolo Piccioli said in a statement.
Covid-19 cases are currently on the increase around Europe, so travelling between countries presents a risk.
Instead, Valentino - which has its headquarters in Rome - will unveil its men's and women's Spring 2021 collection at the Milan Fashion Week on 27 September.
"In the current scenario, we need to make decisions in advance to protect our first resources, our people, and to allow our brand to remain relevant exploring alternative opportunities," Valentino CEO Jacopo Venturini added. "This is why we feel that it would be more ethical to produce the new show in Italy, in Milano."
Pierpaolo admitted he will miss taking part in Paris Fashion Week because the event "truly embodies Valentino DNA", but he insisted the decision has sparked fresh ideas and he looks forward to showing off the brand's new designs later this month.
" I believe that, in this moment in time, it is of paramount importance to stay grounded and focused...," he said. "I feel energised when I can work on ideas and this is the time for ideas to spread and grow. Milano is a new opportunity, a great project that I am developing with my teams with the aim of working around the idea of identity."
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