EXCLUSIVE EVENT @ANTONIAMILANO: CELEBRATING THE VALEXTRA #NOLOGOMYLOGO COLLECTION

A selected crowd swung by the Antonia boutique last night to indulge with a unique new project masterminded by Valextra: the #NoLogoMyLogo collection. Transforming the current logo power mania into a celebration of individuality and personality, elevated by a consumer-centric experience, Valextra aficionados enjoyed the opportunity to create a unique all-over monogrammed bag using their initials. In general, the three-step creative process starts with the selection of the bag style, the configuration of the initials and the choice of the size and color of the font. A specialized graphic rolls out a variety of combinations, ultimately giving birth to an impactful one-of-a-kind pattern. Each bag is in the works for three months. #NoLogoMyLogo is a testament of how Valextra, a traditionally no-logo brand, revisits the logo power, a trend increasingly fueled by the street style and sportswear worlds. With far-sighted acumen, the luxurygoods house has found a way to stay true to its identity while setting off its strong graphic legacy, which dates back to the Sixties.