Palms Unhoused Mutual Aid volunteers distributing supplies to a woman who calls herself "Nono" and other unhoused and housing insecure people.
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Topline:
After the encampment she was living in got cleared, a woman who goes by the name "Nono" was given a voucher for a motel, a key element L.A. Mayor Karen Bass’s Inside Safe program. She was optimistic about its promise but, so far, has not felt safe.
Why it matters: Inside Safe is the mayor's flagship interim housing program to move unhoused people off the street and, by far, the largest. About 8,000 people have obtained a voucher for a room in one of the 38 available motels or hotels in the city.
Inside Safe motels are independent contractors and people's experiences can vary depending on the location. One person's experiences won't paint a complete picture of the program, which includes dozens of motels across the city and hundreds of people living inside of them. But Nono says some services are lacking and the rules being enforced at the motel are hard to live with.
Why now: During the reporting of How to LA's series on mutual aid volunteers who help fill the gaps in government services for the unhoused, one of the women profiled in the encampment we visited was giving housing through Inside Safe. We check in with her.
When we first met “Nono” last summer she was living in an encampment under the 405 Freeway, straddling the Los Angeles neighborhood of Palms and Culver City. She’d been living there for several years in a tent, relying on volunteers and people in her community for resources like food, water and harm reduction.
The group that provided these resources to Nono — and dozens of other unhoused people at the encampment — is called PUMA, or Palms Unhoused Mutual Aid. It’s not a formal nonprofit but a group of volunteers who come together every week to provide things like clean needles, antiseptic wipes and Narcan — not to mention homemade burritos.
“They save lives and that's a big deal,” Nono told us in August. “That's really hard to say in, like, homeless communities.”
The idea of harm reduction is not to encourage use. Providing these tools is proven to prevent death or infection among the users, keeping people alive until they can maybe get some more permanent help in the way of housing or substance abuse treatment.
Months after we first met Nono, the encampment where she’d been living was cleared out. As part of that October sweep, Nono was given a voucher for a motel, a key element in L.A. Mayor Karen Bass’s Inside Safe program. Here’s Nono in a video produced by the mayor’s office where she’s referred to as “Noelia.”
Noelia was one of the more than 50 Angelenos who voluntarily came inside from one of the largest encampments under the 405.
Inside Safe is bringing Angelenos relief and dismantling the myth that people are living on the streets because they WANT to be there. It’s just not true. pic.twitter.com/5IQy5bwFj7
“I walked in and literally that was the first time I felt safety and peace and a sense of 'this is the beginning of the rest of my life,'” she tells the camera.
The How to LA team recently caught up with her and others near the motel, which is south of Palms on Sepulveda, to talk about life in the Inside Safe program.
Living in a motel
The Inside Safe motels are independent contractors and people's experiences can vary depending on the location. So one person's experiences won't paint a complete picture of the program, which includes dozens of motels across the city and hundreds of people living inside of them.
On theevening we spent with Nono, at this motel, PUMA volunteers are supplying people with harm reduction tools like glass pipes and needle tips in different lengths — also toothbrushes.
Ndindi Kitonga, founder of PUMA, Palms Unhoused Mutual Aid
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“What brought us here is people are letting us know that they don't have adequate food, that they don't have harm reduction services,” says Ndindi Kitonga, cofounder of PUMA, “and that they are reviving each other, using the Narcan that they have.”
Nono agrees to talk to us, but she asks us to stop recording after a few minutes. She’s lost a lot of weight and says she isn’t feeling great.
“I'm under so much stress because of the security situation over here. It's just ridiculous,” she says. “They kicked my parents out.”
There’s a no visitors rule at this motel.
Nono says she hadn’t seen her parents “in ages.” “What if they’re all I had?” she asks. “Well, I don't even have them, and that was like the one time I’d seen them.”
Kitonga explains: “You cannot have visitors, even if that visitor is your motel mate, meaning someone who lives next door to you.”
Kitonga and her fellow PUMA volunteers have worked with people placed in Inside Safe motels before and says the “no visitor policy” is not always enforced. But it is at this motel.
Sign forbidding visitors to residents of a motel that's part of the Inside Safe Program.
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High hopes
Nono wants the Inside Safe program to work for her.
As you hear in the video from Mayor Bass’s office, she is optimistic about its promise. “This is finally the catapult that I've been waiting for, believing in, dreaming of and it's, it's all because, because of this project,” Nono said in that video.
So far, she says she hasn’t felt that safe.
Nono told us her doctor is concerned by her extreme weight loss, and that she got beat up on the sidewalk in front of the motel as someone stole her bike and wallet. And the “no visitors” rule makes her feel like she doesn't have any autonomy over her life anymore.
A man who says his name is Ivory Michaels joins the conversation with Nono.
“Your family can't visit. You know, you can't have people that may be your therapist,” he says. “They're not felons. These are grown people. What are you trying to do, isolate them?”
Michaels is not staying at the hotel. He lives in a tent across the street. He told us he used to be in the Inside Safe program but had his motel voucher revoked because, he says, he was labeled “defiant” after asking for clean linens and being told he could not have them.
“You're right, I am defiant,” he says. “I'm a grown man. I'm 53 years old. I shouldn't have limitations brought on me. You know? It's angersome.”
The rules being enforced at these places — from no visitors to limits on how many belongings one can bring in — have long been a sore point for some of the folks living in these interim housing programs, whether its through Inside Safe or something like a Tiny Homes project. The criticisms go at least as far back as the height of the pandemic, when unhoused people were moved into hotels and motels to prevent the spread of COVID-19.
“Let me say this, it's not perfect, it's not meant to be the panacea. But it's one huge, proactive, step forward for those who've been suffering greatly,” says L.A. City Councilman Kevin de León who has a Tiny Home village in his district. “There's criticism that's abundant on Tiny Homes, don't let the perfect get in the way of the good.”
A motel in Culver City that's part of the Inside Safe program.
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It's the imperfect part of these programs — the lack of autonomy, the services and the feelings of isolation — that drive mutual aid volunteers like Kitonga to do what they do.
After the encampment where Nono was living in Palms was cleared out by city officials, Kitonga says, “People ended up in three motels. One is off of the 90, so still far away if you consider if you don't have a car, and then a bunch of other people were moved to South L.A.”
So, she adds: “You just have people who've just been in a limbo in motel rooms with very few services, loss of their community and what have you,” she says.
About 1 in 6 people choose to leave the Inside Safe program.
An imperfect solution
The primary goal for officials in L.A. City and L.A. County is to get unhoused people off the streets and, first, into interim housing. The idea being that those much needed services — water, food, a sense of security — will be satisfied once people can get inside.
In theory, that’s when the Band-Aids provided by mutual aid volunteers, like Kitonga, can come off.
“We had to choose between providing those services and organizing those efforts… and actually looking for housing for people,” says L.A. City Councilmember Nithya Raman, “where they could access those services in the context of a motel or a hotel room or a shelter site of some kind.”
Inside Safe is the mayor's flagship interim housing program and, by far, the largest. It's also the city's biggest response in terms of dollars spent. About 8,000 people have obtained a voucher for a room in one of the 38 available motels or hotels in the city.
According to our analysis of data released by the city, these vouchers cost about $8,000 per unit, per month, including additional costs like insurance. Since the program began last December, Inside Safe has incurred a total of $93.8 million in expenses.
People are promised three meals per day in addition to things like hygiene services and the overdose prevention resource Narcan. But so far, these needs are not being fully met.
L.A. Mayor Karen Bass acknowledges the drawbacks. “We are building the plane while we fly it,” she says. “Mistakes are made along the way. We're learning about gaps and things that are woefully inadequate.”
Lack of permanent housing
The goal of the program is to offer an alternative to the street while people wait for permanent housing.
The mayor “seemed to really expect that there would be a lot more available [places] for people to transition from the motels and Inside Safe spots to this longer-term housing,” says Nick Gerda, who covers unhoused communities for LAist. But “she’s running into this structural issue of a lack of affordable housing options for people.”
He notes that only “a couple hundred people” have been able to move on to a permanent place to live.
That means, he says, “The motels are largely full. There's much less capacity for people to move off the streets into the motels.”
“I wish we had a much better situation,” says Mayor Bass. “I don't think that moving people into motels, number one, is financially sustainable. But I was not going to accept the idea that while we're doing this stuff that people have to die on the streets. I think a motel room is better than somebody being in the street and possibly raped or killed.”
The Band-Aid remains
The city is not the only player when it comes to housing. Los Angeles County is responsible for providing mental health services, as well as other public health resources. But they spend a lot of money and time on housing, too.
Then there's LAHSA, the Los Angeles Homelessness Authority, the joint agency that sits between L.A. City and L.A. County.
“The bulk of what LAHSA does is refunding non profit groups, that provide the bulk of the homeless services in our system, especially the outreach work,” says Paul Rubenstein, LAHSA's deputy chief external relations officer, “the work that helps people find apartments, the work that helps people stay in apartments.”
Still, there are tens of thousands of Angelenos experiencing unsheltered homelessness. Less than half of them currently have access to one of these temporary housing programs.
“I always compare us to New York City,” says Raman, who was elected to the city council in 2020 and is up for reelection next year. “There are more unhoused people in New York than the county of Los Angeles, but only a couple of thousand … are living on the streets.”
That’s due to a court-mandated effort in the 1980s to have as many available shelter beds as unhoused people in the city.
“We don't have those shelter beds,” says Raman, “and as a result we have the astounding statistic that more people succumb to extreme weather conditions on the streets of Los Angeles than they do in the city of New York.”
Palms Unhoused Mutual Aid volunteers distributing supplies to unhoused and housing insecure people.
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Medical supplies provided by Palms Unhoused Mutual Aid to unhoused and housing insecure people.
“I understand that no one individual or no one program or no one approach is actually at the heart or the problem of what's going on here because the social problems really are poverty, gendered violence, structural racism, gentrification,” says PUMA’s Kitonga. “They are the big ‘isms’ so, yes, I understand how and why the mayor is overwhelmed. They underestimated the scale and undertheorized what's going on here.”
President Donald Trump once insisted he had "nothing to do with Project 2025," the right-wing policy plan that became a key flashpoint during the presidential campaign. A year later, many of the policies have been implemented, from cracking down on immigration to dismantling the Department of Education.
What Trump said in 2024: Then-candidate Trump tried to dismiss the hysteria, calling the ideas "ridiculous" — and claiming he did not know who was behind it — even though key people involved in developing the plans served in his first administration. And when it was clear the firestorm would not go away, Trump went on the attack against those allies who wrote the playbook.
What he did after winning the election: Trump tapped Russell Vought, an architect of Project 2025, to lead the Office of Management and Budget — considered the nerve center of the White House. Other contributors followed. And Trump soon unleashed a flurry of orders reshaping the government, many of which were outlined in Project 2025.
Read on ... to learn how Democratic officials have responded.
President Trump once insisted he had "nothing to do with Project 2025," the right-wing policy plan that became a key flashpoint during the presidential campaign.
The Democrats tried to turn the 900-page Heritage Foundation-led blueprint to remake the government into a political boogeyman, and succeeded to some degree, but it wasn't enough to win the election.
A year later, many of the policies have been implemented, from cracking down on immigration to dismantling the Department of Education.
"A lot of the policies from Day 1 to the last day and in between that the administration has adopted are right out of Project 2025," said Rob Bonta, the attorney general of California, who has used Project 2025 to prepare legal papers against the administration.
Concerns about the project started to bubble up over the spring of 2024, but really caught fire a few months later when actress Taraji P. Henson singled out Project 2025 while hosting the BET awards.
"Pay attention. It's not a secret. Look it up!" she said, speaking directly into the camera during the show. "They are attacking our most vulnerable citizens. The Project 2025 plan is not a game."
'Ridiculous'
Then-candidate Trump tried to dismiss the hysteria, calling the ideas "ridiculous" — and claiming he did not know who was behind it — even though key people involved in developing the plans served in his first administration.
And when it was clear the firestorm would not go away, Trump went on the attack against those allies who wrote the playbook.
"They're a pain in the a--," said Chris LaCivita, a senior adviser to the Trump campaign, who tore into the organizers of Project 2025 at an event hosted by CNN and Politico during the Republican National Convention in Milwaukee.
"Look, I think that in the perfect world, from their perspective, they would love to drive the issue set, but they don't get to do that," he added.
Yet days after winning, Trump tapped Russell Vought, an architect of Project 2025, to lead the Office of Management and Budget — considered the nerve center of the White House. Other contributors followed.
Trump soon unleashed a flurry of orders reshaping the government, many of which were outlined in Project 2025.
"As of today, it will henceforth be the official policy of the United States government that there are only two genders, male and female," he said during his inaugural address.
Trump ended diversity, equity and inclusion programs. He launched massive immigration enforcement and took the first steps to overhaul the federal workforce.
Bonta, the attorney general of California, said Project 2025 defined Trump's first year back in office. The country's 23 Democratic attorneys general studied Project 2025, consulted with each other and, he said, prepared a response for every potential action should it be taken.
"The existence of Project 2025 was the Trump administration telling us exactly what they were going to do and sending it to us in writing," Bonta said.
Bonta has filed or joined lawsuits that have successfully blocked Trump's policies requiring states like California to join his immigration crackdown, freeze of domestic federal funding and layoffs at agencies such as the U.S. Department of Education.
The White House dismissed concerns about Project 2025, calling them irrelevant theories from Beltway insiders.
"President Trump is implementing the agenda he campaigned on and that the American people voted for," said Abigail Jackson, a White House spokeswoman.
Jackson said the president focused on implementing the agenda he campaigned on — lowering gas prices, accelerating economic growth and securing the border.
Fueling controversy
Trump may have actually fueled the controversy by rejecting Project 2025 during the campaign, said Tevi Troy, a presidential historian and former White House aide to George W. Bush.
"I would say that Project 2025 was largely standard conservative fare, but with a bit more of a MAGA flavor than previously."
Troy sees little difference between what the Heritage Foundation did with Project 2025 and what think tanks on the left and right have been doing for years compiling policy proposals for incoming presidents.
He pointed to the personnel and policy ideas of the Hoover Institution that helped shape the George W. Bush administration and the Center for American Progress' influence on the Obama administration.
"If the Trump campaign had leaned into it and said, 'sure, this is an agenda that has been put out as a think tank. This happens all the time. We will look at them in due time when the election is over,' " said Troy. "By criticizing and disavowing Project 2025, it suddenly became more radioactive."
Paul Dans, the director of Project 2025, says he never took the attacks personally, which he chalked up to political calculus.
He likened watching the president sign executive orders and directives that first came across his desk to being an animator who watches his or her sketchbook come to life on the big screen.
"I believe the proof is in the pudding," said Dans, who also served in the first Trump administration. "Every day that President Trump rolls out another Project 2025 item, it's really an endorsement of our work, myself and the work of thousands of patriots who came together."
Dans is now highlighting that work in a run for the Senate, against Trump-ally, Republican Lindsey Graham.
Trump did eventually embrace Project 2025 during the shutdown fight last fall.
He boasted of meeting with "Russ Vought, he of PROJECT 2025 Fame," while threatening to dismantle federal agencies.
"I can't believe the Radical Left Democrats gave me this unprecedented opportunity," he said.
President Donald Trump says his controversial push for U.S. control of Greenland comes after he failed to win the Nobel Peace Prize last year, adding he no longer feels obliged to think only of peace.
U.S. president to Norway's leader: "Considering your Country decided not to give me the Nobel Peace Prize for having stopped 8 Wars PLUS, I no longer feel an obligation to think purely of Peace, although it will always be predominant, but can now think about what is good and proper for the United States of America."
The response: The Norwegian prime minister suggested diplomacy and noted that his government does not control the Nobel prizes.
Read on ... for more about the latest turn of events in the Greenland saga.
President Trump says his controversial push for U.S. control of Greenland comes after he failed to win the Nobel Peace Prize last year, adding he no longer feels obliged to think only of peace.
In a message to Norway's prime minister Jonas Gahr Støre on Sunday night, Trump criticized the European country for not giving him the prize.
"Considering your Country decided not to give me the Nobel Peace Prize for having stopped 8 Wars PLUS, I no longer feel an obligation to think purely of Peace, although it will always be predominant, but can now think about what is good and proper for the United States of America," Trump said in the message.
"The World is not secure unless we have Complete and Total Control of Greenland," Trump added.
The message was reported by PBS NewsHour, and was later confirmed by Norwegian Prime Minister Jonas Gahr Støre in a statement.
Gahr Støre said he received the message on Sunday in response to a text he and Finland's President Alexander Stubb had sent to Trump, in which they had conveyed opposition to Trump's proposed tariff increases on eight European countries over the recent Greenland dispute.
In their message to Trump, according to The New York Times, which received a copy of the exchange from the Norwegian prime minister's office, Gahr Støre and Stubb wrote: "We believe we all should work to take this down and de-escalate — so much is happening around us where we need to stand together."
The pair suggested a joint call.
"Norway's position on Greenland is clear. Greenland is a part of the Kingdom of Denmark, and Norway fully supports the Kingdom of Denmark on this matter," Gahr Støre said. "We also support that NATO in a responsible way is taking steps to strengthen security and stability in the Arctic."
Gahr Støre also pointed out that while President Trump claimed that Norway "decided not to give me the Nobel Peace Prize," the government of Norway is not responsible for the awarding of the Nobel Peace Prize. The Nobel Peace Prize has been awarded by a five member Norwegian Nobel Committee since 1901.
The Danish navy's inspection ship HDMS Vaedderen sails off Nuuk, Greenland, on Sunday.
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The Peace Prize, which was last awarded to Venezuela's opposition leader Maria Corina Machado, is also awarded for the previous year. That means the most recent prize was awarded for 2024, before President Trump commenced his second term of office. Machado gave Trump her prize last week as a symbolic thank you for his recent actions in Venezuela.
In a phone interview with NBC News on Monday, Trump again claimed that the Norwegian government has control over the Nobel Peace Prize. "Norway totally controls it despite what they say," he said. Trump also said he would follow through on his threats to impose further tariffs. When asked whether he would use force to seize Greenland, the president replied: "No comment."
The European Union is set to hold an emergency summit on Thursday, in which attendees will discuss how to respond to the threats. In a statement on social media, the EU's foreign policy chief Kaja Kallas said the bloc had "no interest to pick a fight" but would "hold our ground."
Trump's message to Gahr Støre comes as tensions rise between Europe and the United States over the status of Greenland, an autonomous territory of the Kingdom of Denmark that is strategically important and rich in resources.
On Monday, the World Economic Forum said officials from Denmark would not be attending the meeting in Davos, Switzerland, this week. "We can confirm that the Danish government will not be represented in Davos this week," a spokesperson, Alem Tedeneke, told NPR.
On Sunday, in a collective rebuke to President Trump, the leaders of Denmark, Finland, France, Germany, the Netherlands, Norway, Sweden and the United Kingdom issued a joint statement condemning recent U.S. tariff threats. The eight countries, which are all members of NATO, said that Trump's proposed tariffs "undermine transatlantic relations and risk a dangerous downward spiral."
On Saturday night, President Trump had written on his Truth Social social media platform that he would impose tariffs on imports from the countries, after they had deployed limited military personnel to Greenland to participate in a Danish-led Arctic exercise known as 'Arctic Endurance.'
Trump said America would levy a 10% tariff on goods from the eight countries starting on Feb. 1, which would rise to 25% on June 1, and remain in place "until such time as a Deal is reached for the Complete and Total purchase of Greenland" by the United States.
The open dispute comes after weeks of increasingly assertive U.S. rhetoric regarding Greenland, in which Trump has repeatedly said that Greenland is strategically vital to U.S. national security, citing its location and untapped mineral deposits.
In his text message, Trump questioned Denmark's right to claim Greenland. "Denmark cannot protect that land from Russia or China, and why do they have a 'right of ownership' anyway? There are no written documents, it's only that a boat landed there hundreds of years ago, but we had boats landing there, also," Trump said.
Trump made similar comments last week, saying "the fact that they had a boat land there 500 years ago doesn't mean that they own the land," drawing mirth on social media, with comedians like Jon Stewart noting on The Daily Show "how do you think we got our land?"
Copyright 2026 NPR
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Kavish Harjai
reported from Exposition Park on Martin Luther King Jr. Day.
Updated January 19, 2026 6:18 PM
Published January 19, 2026 2:34 PM
People gather outside the California African American Museum in Exposition Park on Martin Luther King Jr. Day.
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Topline:
At the California African American Museum’s annual King Day event, museumgoers listened to and reflected on a speech the Rev. Martin Luther King Jr. delivered less than a year before his assassination.
“Three Evils of Society”: As part of its program celebrating the civil rights leader, the Exposition Park museum played King’s keynote address to the 1967 National Conference on New Politics in Chicago. Attendees participated in a group discussion after.
Youth musicians: Later, the Inner City Youth Orchestra of Los Angeles performed.
Read on … for more about the Martin Luther King Jr. Day event.
The Martin Luther King Jr. Day holiday weekend is typically busy for the Inner City Youth Orchestra of Los Angeles. On Monday, the orchestra finished its third performance of the weekend at the California African American Museum, which included a musical rendition of the civil rights leader’s seminal “I Have a Dream Speech.”
It was flautist Tionna LeSassier’s first time playing with the orchestra on the federal holiday. Tionna said she began playing flute when she was 12.
“I feel really relieved that I was able to accomplish such a big performance for a really big holiday,” Tionna, who has been playing flute for more than two years, said. “I cannot believe I’m here playing with these amazing musicians.”
The orchestra’s performance, which included pieces like “We Shall Overcome” and the “Afro-American Symphony,” capped off the museum’s annual “King Day” celebration.
The event is held on the federal holiday that honors the legacy of the Baptist preacher whose nonviolent protests and eloquent speeches helped shift American attitudes about race in the 1960s and beyond and lead to landmark Civil Rights legislation.
Earlier in the day, museumgoers listened to and reflected on a recording by the Rev. Martin Luther King Jr. from 1967. Nearly 60 years later, event participants said, the words still feel fresh.
“When machines and computers, profit motives and property rights are considered more important than people, the giant triplets of racism, economic exploitation and militarism are incapable of being conquered,” King said in “The Three Evils of Society,” his keynote address at the National Conference on New Politics in Chicago.
Cameron Shaw, executive director of the Exposition Park museum, told LAist on Monday that the speech has “incredible relevance to the political and social moment and what we’re going through as a people today.”
In a brief discussion after the speech, one attendee spoke about the need to interrogate racism as a systematic ill, not just as one-off acts, and another commented on the importance of standing up to injustice.
Shaw says the museum’s celebration on Martin Luther King Jr. Day has evolved over the last several years, but one of the main throughlines she sees is the continued message of “speaking truth to power.”
“When we celebrate Dr. King today, we celebrate all of the folks past and present who have been brave enough to speak truth to power,” Shaw said. “That is something we truly need.”
Monday’s event also featured a faux stained glass workshop inspired by an exhibition the museum has on display about architect Amaza Lee Meredith.
In South L.A., an annual parade drew thousands of people, with a march concluding in Leimert Park. "It was a wonderful and powerful tribute to Dr. King’s memory to march down MLK Boulevard alongside so many friends and community members in the historic Leimert Park neighborhood," L.A. Mayor Karen Bass said in a statement.
A report of a stabbing marred the end of the event. Bass' statement said city officials were investigating and ensuring people got home safe. She added that "Los Angeles has zero tolerance for this type of violence."
Italian fashion designer Valentino died Monday at his Roman residence. He was 93.
Valentino's legacy: In the world of haute couture, Valentino embraced sophistication, elegance and traditional femininity through his dresses. His work embodied romance, luxury and an aristocratic lifestyle. He dressed the likes of Audrey Hepburn and Jackie Onassis, as well as modern stars, including Anna Wintour to Gwyneth Paltrow and Zendaya.
How he got his start: Valentino owed much of his success to his former lover and business partner, Giancarlo Giammetti. The two met in Rome in 1960, where Valentino had opened his first couture studio. They founded Valentino Company the same year. Together, the pair built a fashion empire over five decades.
Retirement: They sold the Valentino company in 1998 for nearly$300 million. It made $1.36 billion in revenue in 2021, according to Reuters.
Read on ... for more about Valentino's early life.
Italian fashion designer Valentino died Monday at his Roman residence. He was 93. His foundation announced his death on Instagram.
Dubbed an "international arbiter of taste" by Vogue, notable women wore his designs at funerals and weddings, as well as on the red carpet. He dressed the likes of Audrey Hepburn and Jackie Onassis, as well as modern stars, including Anna Wintour to Gwyneth Paltrow and Zendaya.
The image of style and lavish living, Valentino's signature features included crisp suits and a "crème brûlée" complexion — due to his fervor for tanning. He was heavily inspired by the stars he saw on the silver screen and had a lifelong fixation with glamour.
"I love a beautiful lady. I love a beautiful dog. I love a beautiful piece of furniture. I love beauty. It's not my fault," he said in The Last Emperor, a 2008 documentary about him.
In the world of haute couture, Valentino embraced sophistication, elegance and traditional femininity through his dresses and trademarked a vibrant red hue. His work embodied romance, luxury and an aristocratic lifestyle.
He was born Valentino Garavani and named after the silent movie star Rudolph Valentino. A self-described spoiled child, the designer acquired a taste for the expensive from a young age; his shoes were custom-made, and the stripe, color and buttons of his blazers were designed to his specifications.
His father, a well-to-do electrical supplier, and his mother, who appreciated the value of a well-made garment, catered to their young son's refined palate and later supported his fashion endeavors, sending him to school and financing his early work.
Growing up in the small town of Voghera, Italy, he learned sewing from his Aunt Rosa in Lombardy. After high school, he moved to Paris to study fashion and take on apprenticeships.
Valentino owed much of his success to his former lover and business partner, Giancarlo Giammetti. The two met in a café on the famed Via Condotti in Rome in 1960, where Valentino had opened his first couture studio.
They founded Valentino Company the same year, and its first ready-to-wear shop opened in Milan in 1969. Together, the pair built a fashion empire over five decades.
They separated romantically when Valentino was 30 but remained business partners and close friends. Valentino knew little about business and accounting before meeting Giammetti; together, they formed two parts of a whole — Giammetti the business mind, and Valentino the creative force.
"Valentino has a perfect vision of how a woman should dress," Giammetti told Charlie Rose in 2009. "He looks for beauty. Women should be more beautiful. His work is to make women more beautiful."
They sold the Valentino company in 1998 for nearly$300 million. It made $1.36 billion in revenue in 2021, according to Reuters.
Even after his retirement in 2008, he couldn't completely leave fashion behind and continued to design dresses for opera productions.
Once the fashion world became more accessible to the public, millions of aspiring fashionistas bought jeans, handbags, shoes, umbrellas and even Lincoln Continentals with his gleaming "V" monogram. By the peak of his career, Valentino's popularity would rival that of the pope's in Rome.