Fashion House Valentino has been a champion of supporting arts and culture and as part of this endeavour it also delves into the literary world. The brand has launched a new campaign: Valentino the Narratives II, re-envisioning the method fashion is communicating in, making Valentino a pioneer of text-only campaigns.
The brand’s Creative Director Pierpaolo Piccioli still stands for the “values of authenticity and individuality by creating a polyphonic conversation: a common quest of building a multi vocal community.”
For the second and latest chapter of this words-only advertising campaign, Piccioli invited renowned international authors, to help create 17 campaign layouts.
The list of authors includes Alok Vaid-Menon, Amia Srinivasan, André Aciman, Andrew Sean Greer, Brit Bennett, David Sedaris, Douglas Coupland, Elizabeth Acevedo, Emily Ratajkowski, Fatima Farheen Mirza, Hanif Kureishi, Leila Slimani, Melissa Broder, Michael Cunningham, Mieko Kawakami, Murathan Mungan and Serang Chung that all experiment in freedom of genre.
Valentino The Narratives II aims to capitalise on the Maison’s connection with literature and “the places in which literature dwells in a pro-active approach of “giving back” to the community”.
Valentino says it will continue to support selected independent bookstores, as well as renew its collaboration with Belletrist bookclub, which was founded in 2017 by Emma Roberts and Karah Preiss.