Maison Valentino has unveiled its latest campaign, "Avant Les Débuts" (Before the Beginnings), a visually striking homage to Rome and the brand's rich heritage. Creative Director Alessandro Michele's vision brings to life a tableau vivant that blends the house's storied past with a contemporary narrative, set against the backdrop of the eternal city. The campaign explores the concept of transition and reimagination, likening the creative process to moving into a new home—a ritual of simultaneous abandonment and embrace.
The campaign, masterfully captured by renowned photographer Glen Luchford and cinematographer Jack Webb, draws inspiration from the cinematic legacies of Federico Fellini, Luchino Visconti, and Ingmar Bergman. It reimagines the Palazzo Mignanelli, Valentino's historic headquarters, as a portal to a world where haute couture meets the vibrant spirit of Roman life. In a nod to Fellini's "Roma," the campaign recreates a scene where a girl, followed by pugs—a symbol closely tied to Valentino Garavani himself—walks along the wall of an ancient Roman palace, crossing a threshold where "the street makes contact with the glitter of the aristocracy."
Michele's creative direction paints a picture of an eclectic cast of characters: visionary artists, glamorous cinema icons, and fascinating heiresses of a declining nobility inhabiting this reimagined space. The imagery captures the essence of Rome's paradoxical nature, a city "where blasphemies and rosaries coexist, where history merges with everyday life." Michele describes Rome as "a saint and a whore, mother and stepmother, governmental and anarchic, cosmopolitan and provincial," a fading noblewoman still full of charm.
The campaign features a diverse array of looks that embody Valentino's signature blend of elegance and boldness. Standout pieces include a striking houndstooth coat paired with a geometric handbag, and a diaphanous red gown adorned with pearls, each outfit telling its own story within the larger narrative.
In a nod to Valentino Garavani's personal touch, pugs make cameo appearances throughout the campaign, symbolizing the brand's playful side amidst its haute couture foundations.
“Avant Les Débuts" is more than just a fashion campaign; it is a cinematic experience that pays tribute to Rome's cultural tapestry and Valentino's place within it. Michele describes the aesthetic as "suspended between the neorealism of Luchino Visconti, the visual symbolism of Ingmar Bergman, and the magic realism of Federico Fellini."
This campaign marks a new chapter for Valentino, one that honors its past while boldly stepping into the future. It invites viewers into a world where fashion, art, and cinema converge, creating a narrative as rich and layered as the eternal city of Rome.
