Valentino must beware of becoming Gucci 2.0 as it welcomes Alessandro Michele as Creative Director

Valentino, the fashion house thats 30% owned by Kering SA, has named Alessandro Michele, the former creative director of its flagship brand Gucci, as its new top designer..

It also underlines the increasing crossover between the two Italian brands: Micheles replacement at Gucci, Sabato DeSarno, joined from Valentino..

Michele will also be reunited with Valentino CEO Jacopo Venturini, who was Guccis chief merchandizing officer and also instrumental in the brands reinvention..

Valentino must ensure that Micheles designs reflect the houses elegance and have their own identity, avoiding becoming Gucci 2.0or Valentucci.This is imperative as many consumers, particularly in China, have now tired of his opulence..

Perhaps the biggest risk for Kering is that if Michele gets it right at Valentino, the brand could compete for customers with Gucci..