Among the leading houses with products geared at the streetwear-hungry Millennial and Gen Z crowd, is Valentino. Since the introduction of its VLTN logo last year- a play on an archival font, the brand has been pushing into casualwear in a way that suggests the suit is an extinct species.

Pierpaolo Piccioli’s SS19 collection took that process a step further, with a lineup so heavy on logos, it was literally logomania. Stand-out pieces within the collection, include a fuchsia pink VLTN logo crawled across a check coat, as well as a camouflage zipper jacket, and a leather belt bag, other looks featured logos borrowed from Seventies archival scarf prints, tying it in with his women’s resort designs.

Sprinkled throughout were reminders of the house’s couture roots: appliquéd wings on a grey sweatshirt, hand-stitched palm trees on a craft-intensive sweater, and ornately embroidered wildlife on track suit tops and coats- not to mention the sneakers with sprouting ostrich feathers.

The designer said he was trying to link the couture values of Valentino, with the way that youngsters relate to fashion. “It’s not about designing, it’s not about creating fashion as we used to think about fashion, but they have a sort of relationship which is more spontaneous,” he explained.

The collection is the ultimate streetwear statement, that is a juxtaposing of couture values, mixed with past and present identities of the house.