Pierpaolo Piccioli’s Valentino continues to transform a new generation of fashion for its latest fragrance campaign, directed by Harmony Korine. Born In Roma stars Adut Akech and Anwar Hadid, channeling the rebellious spirit of a new scent from the laneways of Frascati and through the halls of Villa Aldobrandini.
An ever-glamorous Akech breathes new life into traditional house codes of feminine ruffles and romantic volume, an embodiment of Piccioli’s vision for diversity. An unexpected but fitting Hadid alternates in biker-chic, paying homage to the street-sensibility of the house’s ready to wear counterparts for an updated Valentino storyline of energetic youth. Trust Adut Akech to make riding motorcycles in couture gowns look effortless, and we remember why she is our ultimate cool-girl muse. It’s a fitting choice for Valentino’s new direction, which finds grit and relevance in amongst the endless organza.
Valentino today seeks effervescence in its disruption, all the while grounded by humility and the elevation of the real woman by its creative director. In perhaps the most glamorous rave we’ve seen, Born In Roma spotlights Piccioli’s redefinition of Valentino, as Akech embodies a newfound idiosyncrasy for the house. The fresh face, bold feelings and grand villa setting of the film is particularly reminiscent of Valentino’s formative Spring 2019 Couture January presentation. Based on both medieval and mid-century artistic representations of women of colour, it represented a milestone moment, one of heightened creative realisations and a celebration of inclusivity that continues to resound.
The fashion community can vouch for Valentino’s recent impact, with Piccioli’s fashion peers always showing out in numbers to celebrate his runway presentations - his latest SS 20 runway show in Paris was no exception.