Rapper, music producer extraordinaire and member of K-pop supergroup BTS, Suga, has just been tapped as Valentino’s latest brand ambassador. As a massively successful solo artist in his own right under the stage name Agust D, Suga appropriately embodies the authentic and progressive ideals behind the house’s latest menswear campaign, ‘Maison Valentino Essentials.’ In a statement released by Valentino, Creative Director Pierpaolo Piccoli called Suga a “multifaceted artist” who “uses his talent and his work to express himself with energy and authenticity.”
The new collection reflects Piccioli’s efforts to discover the essence of menswear and redefine the meaning of contemporary masculinity. Items like tailored blazers, Bermuda shorts, coats, pyjamas and suits are stripped down to the bare essentials, presented in avant-garde campaign images generated by artificial intelligence. Inspired by the cinema and subcultures which shaped Italian culture in the 1950s and 1960s, Piccioli seeks to explore more spontaneous ways of dressing through the campaign visuals, and how different perceptions of dressing shape our identities.
In his collection notes, Piccioli reiterates how ‘Maison Valentino Essentials’ upholds the values which have permeated his work at the house thus far, values which matter most to generations coming of age in our current sociopolitical climate, from questioning gender stereotypes to validating one’s own individuality. ‘Maison Valentino Essentials’ will be available at the Maxfield pop-up in Los Angeles until 30 January.