#ChezMaisonValentino: Alicia Keys launches Italian fashion house's new Instagram series

A new initiative from Valentino hopes to bring the community together through performance and music

Alicia Keys launched #ChezMaisonValetino, a new project by Valentino. Supplied

Italian fashion house Valentino has just launched a brand new project with the help of Alicia Keys. Taking place on its Instagram platform, Keys was the first act of the fashion label's new project entitled #ChezMaisonValentino.

Wearing a simple white top under a caramel jacket, the 15-time Grammy Award winner played the piano for an exclusive 15-minute set on Valentino's Instagram Stories. In her now trademark style, the Girl on Fire singer wore no make-up, and only simple gold hoop earrings as accessories.

Keys was the first act for #ChezMaisonValentino, a new live series where friends of the brand take over its Instagram Stories for special performances.⠀

Of the idea, a Valentino statement explained that the aim was to “enliven and entertain” visitors, at the same time as “connecting the Valentino community in a time of social distancing".

Speaking of the new project, Valentino creative director Pierpaolo Piccioli explained that he “realised how [much] stronger we have become through connections within our own community,” before hoping those watching would gain a feeling of support from being “connected by our emotions”.

More details about the next round of performances have not yet been released, but the acclaimed poet Rupi Kaur is tipped to be one of those appearing.

Known for its beautifully romantic clothes in dazzling bursts of colour, this projects marks a new direction for Valentino, but one that promises to remain true to the “beauty, joy, fantasy, passion, inclusion and romanticism that are the foundations of the Maison”.

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