Much like everything in life, fashion has evolved tremendously in the last decade. Inclusivity, diversity and equality are at the forefront of every designer’s mind and the newest Valentino campaign for its Prefall 2022 collections represents these values.
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“When Mr Valentino started designing, there were so many rules for how you wore clothes. Now, fashion is about self-realisation. This collection is shifting Valentino to this new world, giving new meaning to the codes and values,” says Valentino’s Creative Director Pierpaolo Piccioli.
The “Portrait of a Generation” campaign is centred around the individuality of the models who were styled based on the way they like to dress in their lives. The pieces worn are signatures of the Valentino heritage but refreshed with contemporary prints, capes, blouses, and embroideries.
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Some of the pieces such as the sheer cream blouse can be seen on both the male and female models. “We don’t need to define it. Wear it however you want,” says Piccioli.
Quotes by the models are superimposed onto the images to further showcase their unique perspectives, personalities and attitudes.
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Shot on the streets of Arnold Circus in East London, furniture were used as props to deliver the sense of stooping – an urban practice where items are left by the side of the road for anyone to take.
The location also meant a lot to Piccioli as it reminded him of his hometown. “Roma is about all these layers of eras, people and cultures,” says Piccioli.
Piccioli loved how the community cares for the area such as the planting of a raised garden, which acts as the heart of Arnold Circus.
As philanthropy is also a part of the Valentino landscape, the fashion house has made a donation to the local volunteer group – Friends of Arnold Circus – for the shoot.