Valentino show in Rome

Dior is seeking compensation of €100,000 from Valentino for commercial damage caused by the Italian brand’s latest fashion show on the Spanish Steps in Rome, one of the main attractions in the city centre.

WWD received a letter from Christian Dior Italia retail manager to Valentino. In it, the French brand is seeking compensation for disruptions in the operation of the Dior boutique, located on the corner of Via Condotti and overlooking the Spanish Steps. According to this condition, 100 thousand euros must be paid within 15 days.

A few months before his show, Valentino sought permission from the police and some local officials to hold such a large-scale event in the very center of the city. On June 27, the brand also sent a letter to retailers in which it “guarantees the smooth movement of store visitors”. However, Dior noted that in reality the situation looks completely different.

Valentino fashion show

Because of this, representatives of the brand said “access to the boutique is difficult” and customers “access blocked and fenced off” so that the store “was empty and could not operate in the afternoon”. The situation was exacerbated by the fact that the show was on Friday – “a day where, without a doubt, income will matter.”

If the amount is not paid within the agreed time, Dior said it will “take all necessary steps to protect its rights”. So far, Dior representatives have not responded to requests for additional comment. As of press date, no other fashion brand with stores in the Spanish Steps area has filed any complaints against Valentino.

What makes this clash special is that Dior creative director Maria Grazia Chiuri and Valentino creative director Pierpaolo Piccioli were once partners. Both worked for Valentino before Chiuri left for Dior in 2016. They have also been friends since their training at the Rome branch of the European Institute of Design and started their careers together at Fendi.

Pierpaolo Piccioli after the Valentino show on the Spanish Steps