A new view on ‘Valentino’

I recently (and finally!) viewed the documentary film entitled ‘Valentino: The Last Emperor’. The film  follows Italian designer, Valentino Garavani through the making of his last haute couture collection and showcase before retiring from the industry.  I mention this documentary and it’s subject matter as reference to the brand’s iconic past.  The future of the designer label looks bright as a new team of creative directors (Maria Grazia Chiuri and Pier Paolo Piccioli) strive to keep the Valentino name alive and relevant in the world of fashion.  That being said, the Valentino Spring/Summer 2013 ad campaign comes as a breath of fresh air.

Photographed by Sarah Moon, the final images venture away from the predictable.  Moon is known for her dreamlike photographic style as evident in the ad’s images.  Steering away from the brand’s well known association with vibrant reds, the campaign is consistently monochromatic and desaturated.  These qualities combined with focal softness create a romantic moodiness perfect for the feminine collection.  As stated by co-creative director Piccioli on Moon’s photographs, “Every one of her pictures is like a movie scene.  They convey the suspended moment of a story and evoke an expressive urgency.”  The resulting images veer from the expected, giving new life to the world of Valentino.

Please look below for final images and a video for behind the scenes footage!

Valentino Spring/Summer 2013 Campaign

Valentino Spring/Summer 2013 Campaign

Valentino Spring/Summer 2013 Campaign

 

Valentino Spring/Summer 2013 Campaign

 

Valentino Spring/Summer 2013 Campaign

Valentino Spring/Summer 2013 Campaign Video

 

 

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Alicia Nieto

i love to play dress up, i'm a photographer and blogger, i live in a magazine, and i love my cat.

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