The Italian house creates SS21 text campaign with poetry and prose
They say a picture is worth a thousand words, but why not cut to the chase? In a deeply refreshing campaign for SS21, Valentino has commissioned some of the most considered and celebrated writers working today to create a text-based campaign comprised of single-page love letters, poems and prose – new literary contexts – around ‘Valentino’.
In a continuation of its support of poets and writers over the past three years, the Italian house – founded in 1960 by Valentino Garavani and Giancarlo Giammetti – granted complete freedom to Donna Tartt, Elif Shafak, Janet Mock, Lisa Taddeo, Matthew López, Ocean Vuong and Yrsa Daley-Ward to pen pieces that narrate the collection.
“I love this idea of all people: a combination of identities,” notes Pierpaolo Piccioli, creative director of the Maison since 2008. “It’s about roots, identities and embracing different cultures. It’s about humans. It’s about you and your diversity: your expression.”
Reflecting on the poetic nature of many of the works, he adds, “I am a poetry reader and this helps me to visualize words and to deliver my emotions and vision. I think poetry protects our humanity and allows inner explorations, it gives you the lens through which one can really touch the nature of our most intimate feelings.”
