Valentino bets on the pink cult in China via food collaboration

Valentino is promoting its iconic Pink PP color with a sweet twist. The maison has partnered with Cova — one of Italy’s oldest pastry shops owned by LVMH — to roll out a Pink PP-themed afternoon tea set, which will be available from July 27 to August 27. The special offering is exclusively available at the Cova shop at Shanghai Plaza 66, where Valentino’s newly-opened boutique is located.

As this year’s Chinese Valentine’s Day is approaching, Valentino has also collaborated with Italian gourmet chocolate manufacturer Venchi to launch a Pink PP-themed pitaya-flavored gelato, which will be available at Venchi’s 43 boutiques in China from August 4 to early September.