Lea Bertucci at L’Atelier Sonore at Valentino’s Midtown Manhattan location
text by Karly Quadros
In his 2012 book How Music Works, Talking Heads frontman David Byrne argues that over time, music and its technologies evolve to suit the spaces where people do their listening: the church organ’s bellows fill the cavernous chapel, the finely tuned bedroom pop of the 2010s nestles comfortably in one’s headphones.
Lately, the fashion world has been dabbling in its own new experiments with music, style, and space, enlisting the help of sonic curators that inspire their own fervent devotion across the globe, like Terraforma and NTS Radio.
Fashion and music have always been tightly bonded from the songs that soundtrack runway shows to the musicians sporting the latest collections. Early hints to the trend came when pioneering LA radio station Dublab released a capsule collection with Carhartt for their twenty-five year anniversary last year. Similarly, Crocs and the ominously lit Hör Berlin released a collaborative shoe in 2022; Adidas announced a collaboration with the collective the year after, featuring a broadcast from Adidas’ flagship store in Berlin with DJs Soyklo, Carmen Electro, Baugruppe90, and DJ Soulseek. Krakow’s own avant music festival Unsound has designed shirts in collaboration with Polish streetwear brand MISBHV and hosted a party with them in an abandoned railway station last year.
As the ways audiences discover music together continues to evolve in the digital age, so does the fashion world’s flirtation with musical communities and experiences that are more specific, intimate, and curated.
On May 15, Valentino unveiled an intimate listening room at their Madison Avenue location in Midtown Manhattan, dubbed L’Atelier Sonore. The heavily curtained room lit with oranges and pinks was outfitted with sloping couches and an impressive sound system in the front, constructed by Francesco Lupia in collaboration with Terraforma, a collective that runs the cult classive Milanese experimental music festival of the same name. Lupia worked with impiallacciatura, a wood technique historically associated with Renaissance-era interiors. The result was something that felt opulent but modern.
“The idea was to build a sonic living room — intimate, soft, intentionally domestic. We were inspired by the Parisian salons of the early 20th century, spaces where literature, art, music, and conversation naturally converged,” said Ruggero Pietromarchi, one of Terraforma’s founders.
Over the course of the day, a small but impressive lineup of selectors took to the decks, spinning records The Loft-style, unmixed, from start to finish. There was downtown icon and New Age pioneer Laraaji, DJ and archival tape label Minimal Wave founder Veronica Vasicka, and Queens-based Nowadays resident Physical Therapy. Vibes were lush and meditative while not taking itself too seriously. Case and point? At one point, a “Careless Whisper” cover from unsung jazz hero Nancy Wilson was trotted out.
“Given the constant acceleration in our society, there’s a growing need for contemplative spaces and shared rituals. Listening requires stillness — it’s a focused, reflective act. The space was designed with that in mind: small, intimate, and free of distraction, to support attention and presence,” said Lupia.
Meanwhile in London, another fashion world plunge into hi-fi sounds was unfolding. Golden Sounds, a joint effort from Ugg and beloved Internet radio station NTS, filled two full days with programming. Panels, led by Saffron Records on Friday May 16 and NTS Radio on Saturday May 17, focused on everything from the basics of how to DJ to building your own sound system. Deep listening sets were curated, largely around South London’s jazz, R&B, and electronic scenes and featured artists like Goya Gumbani, dexter in the newsagent, Errol, and Alex Rita. There was a particular focus on sounds from London’s African and Caribbean diaspora communities: baile funk, hip hop, and soul.
For those used to going to the club for a specific producer for a particular energy, the historic importance of sound systems might not be readily apparent. Sound systems were a central feature of early dance music culture in Jamaica and the UK – often, the sound system itself was more of a draw than any one DJ or emcee. In ‘90s rave culture too, collectives and promotions would advertise on flyers the truly awesome power of their custom sound systems, often with flashy technobabble that had little to do with the actual mechanics of audio technology itself. For those that know and care about the cultural lineage of people dancing together in space, a sound system is the mothership, a monument to hedonistic release but also to the care, intention, and work that goes into bringing people together.
“It’s not just about what you hear, but how you inhabit the space while listening,” said Pietromarchi.
Golden Sounds’ events, held in an open air stone courtyard, were less cloistered than L’Atelier Sonore at Valentino but sought to capture a similar audience and atmosphere. After all, what else inspires the same devotion, obsession, and sense of exclusivity than underground music? DJs guard their rare white labels with a fervence verging on feverishness. In-the-know music fans are happy that artist broke into the mainstream but also know they used to be better (but really, how i’m feeling now will always be superior to brat.) The status, the symbols, the devotion to the archive – it’s attractive for fashion brands like Valentino and Ugg to seek out the kinds of audiences cultivated by Terraforma and NTS Radio particularly for their discerning taste and dedication.
Hi-fi spaces like these split the difference between deep listening on one’s headphones and a dance night out on the town. The question is, is having the time and access to such spaces becoming a luxury in and of itself? Like the historic sound systems from decades past, communities centered around music will persevere sometimes in resistance to and sometimes in tandem with larger cultural forces like fashion. In the meantime, it’s clear that, in a time like ours, the need for spaces that encourage deep, active listening are greater than ever before.
When asked if time and space to pause and listen had become a luxury, Pietromarchi answered honestly: “Yes — unfortunately, it often is. But I don’t believe it should be. Listening is a basic, vital act. That’s what spaces like L’Atelier Sonore try to offer: a kind of pause that isn’t passive, but active. A moment to re-centre.”
L'Atelier Sonore, an immersive listening room, is open daily through August at Valentino Madison Avenue.
The turntable at Valentino’s L’Atelier Sonore
