Under the creative direction of Pierpaolo Piccioli, Valentino’s new film takes place under the shade of night in a city’s network of canals. Showcasing the label’s collection and a new bag, the piece features an ominous score and a menacing cinematography style while maintaining its couture persona, leaving watchers wondering if creepy is in vogue.
High-fashion campaigns can sometimes air on the side of unique, and it seems an increasing number of couture labels are searching for a shock factor in their marketing. Valentino is the latest to take on the role of an artist with a campaign approach featuring a highly edgy theme.
The dark lighting and backdrop of the film is a stark contrast to the designs, patterns and colors of the pieces, and is complemented by dramatic opaque makeup looks. Models are showcased alongside eerie stonework, gates and canals, and each presents a facial expression indicative of a foreboding circumstance.
One model is featured with no clothing at all, except for the new Valentino V-Ring bag she is clutching, which covers her body. Another dances erratically in the moonlight while in a kneeling position. A woman with long blonde hair appears often in different looks. In one scene she wears an overstated hat as she sways in motion looking sorrowful.
Throughout the film, oftentimes what little light can be seen will vanish, as if someone is taking flash photography with a bright strobe light. Valentino’s short ends with screeching strings, and the name “Valentino” appearing in a flash on the screen.
Other labels have mixed fashion and frightening storytelling. British fashion label Stella McCartney celebrated the Halloween spirit while putting a focus on transformation and irresistibility in a recent spot.
Stella McCartney’s “The Stella Wolfman” video views similar to a classic horror film but with a high-fashion twist. Stella McCartney looks to Philippa Prince in the creation of the video that shows even a werewolf is irresistible in the brand’s apparel
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