Rome-based luxury giant Valentino is going to target the Japanese market all guns blazing as it is all set to hold a pre-fall runway show in Tokyo on Nov. 27 for both men’s and womenswear. This is the first time that the brand is going to showcase both ready-to-wear divisions at once.

Talking about the show, which is first one happening since the 1980s, Creative Director, Pierpaolo Piccioli said, “I have always been fascinated by the Japanese idea of beauty as imperfection and permanent transformation; I think it embodies the modern vision of beauty. This country has always used tradition as a boost to understand and travel to the future. My intention today is to establish a respectful connection between our two cultures.”

To put a spotlight on the event, the Ginza Six Valentino flagship would be temporarily transformed into a gen-next concept store, put together by Piccioli and Sarah Andelman, the former Creative Director of Colette. It will carry products exclusively made for the store along with pieces made through collaborations with local artists, artisans, and brands. The assortment would be a visual display to be unveiled a day before the show.

“Japan has always been an important market for Valentino and now, more than ever, it continues to be a point of reference for our business globally,” said CEO Stefano Sassi. “Where better to celebrate both the launch of a new collection and the launch of a new retail concept?”