The world of Valentino steps outside the fashion circle and enters the unchartered territories of the literary world with the launch of their new "text-only" campaign.
For Valentino's FW 21 advertising campaign, creative director Pierpaolo Piccioli thinks outside the box, opening up the conversation to include and amplify the voices of the wider community, inviting renowned authors, visionaries and writers to create six pieces of written word in the place of Valentino's new campaign.
“I love this idea of all people: a combination of identities. It’s about roots and identities, and I love the embrace of different cultures. It’s about humans. It’s about you and your diversity: your expression,” Pierpaolo Piccioli states.
Challenging the conforming ideas in fashion and communication, Pierpaolo Piccioli sets out evoke feeling, emotion and imagery through text-only, allowing chosen writers and poets Donna Tartt, Elif Shafak, Janet Mock, Lisa Taddeo, Matthew Lopez, Ocean Vuong and Yrsa Daley-Ward the freedom to create and interpret the world of Valentino through the power of their words through love letters, one-liners, excerpts and single page novels.
“I am a poetry reader and this helps me to visualize words and to deliver my emotions and vision. I think poetry protects our humanity and allows inner explorations, it gives you the lens through which one can really touch the nature of our most intimate feelings," says Pierpaolo Piccioli.
No stranger to doing things differently, this anarchic attitude towards fashion advertising comes to no surprise for Pierpaolo Piccioli. The creative director earlier this season, channeled the same punk attitude and energy all throughout his perfectly orchestrated FW 21 show staged in the empty theatre of the historically renown concert hall, The Piccolo Teatro di Milano. The house of Valentino and its relentless pursuit for humanity and romance in Piccioli's quest for authenticity continues to echo throughout the maison, with its new campaign only to leave a legacy to be remembered.