Valentino’s New Marketing campaign Revives the Maison’s Toile Iconographe
Valentino’s new marketing campaign – shot by Steven Meisel and starring Kristen McMenamy – reimagines the Maison’s iconic, monogrammed VLogo
On the Unboxing Valentino Spring/Summer season 2023 present, the primary look packed a placing punch. One mannequin, swathed in a beige, caped gown, appeared to vanish immediately into it; the gown, in addition to her face, disclosed the excessive graphic affect VLogo. This monogrammed, rippling sample was to look in black and purple all through the gathering, on Valentino Garavani gloves, tights, luggage, shirts, and once more, faces (courtesy of legendary make-up artist Pat McGrath).
“The brand is alphabet and phrase,” learn a press release from the maison. “The brand is area and structure. The brand is magnificence and tradition.” Valentino’s inventive director Pierpaolo Piccioli is a maximalist at coronary heart – simply consider the larger-than-life, vibrantly colored clothes on the home’s emotional high fashion reveals – but the VLogo managed to look each minimalist and maximalist all of sudden, with its clear edges and absorbing nature.
Now, with the launch of the Valentino Surfaces Spring 2023 assortment, Valentino has launched a robust and timeless new marketing campaign celebrating their iconic VLogo in a sequence of crisp pictures lensed by Steven Meisel. American supermodel Kristen McMenamy seems within the marketing campaign alongside fashions Sora Choi, Alaato Jazyper Michael and Cas Van Uytvanck (who wears the Valentino Garavani Le Troisième Toile Iconographe bag like a headdress).
Piccioli’s tenure at Valentino has been outlined by his capability to look to the home’s historical past and resignify it, and the identical will be stated of the revival of the VLogo. For Spring/Summer season 1968, Valentino Garavani created the primary ever V sample, which later appeared in the home’s pret-à-porter collections, whereas the doorway to Palazzo Mignanelli – the historic headquarters of the maison in Rome – has featured a Valentino ‘V’ inside an ellipse since 1960 (backdropped by Igor Mitoraj’s haunting sculpture within the courtyard).
Now, the VLogo is revived and reimagined by Pierpaolo Piccioli with Valentino’s Toile Iconographe gadgets and for this assortment – now in retailer – which is impressed by the style of the Nineteen Seventies. Bralettes, capes, Valentino Garavani bucket hats and boots are stamped with the brand, transporting Valentino’s sample into the current day and injecting it with a permanent sense of timelessness. “The brand is alive. It breathes. It slides, slowly, throughout the floor,” the Maison explains. “It rejects categorisation, continuously, with new paths. It creates and recreates, reinvents, cuts and sews.”
The Valentino Toile Iconographe gadgets can be found to buy now.