The Valentino fall 2020 campaign was shot remotely, which allowed the brand to donate the 1 million euros that would have been spent on the shoot to Rome’s Lazzaro Spallanzani Hospitala and its Covid-19 efforts. The campaign was shot by a close friend of the fashion house and casts of this campaign were not paid for their participation in the shoot.
Many brands are getting creative with their collection presentation as we all move ahead the unprecedented time, for instance, we’ve seen many brands from Burberry to Jacquemus sending their peices to Bella Hadid and Kendall Jenner to model their collections in their homes during the lockdown. Some brands can’t give any specific date for their new collection launch, Marc Jacobs for example said his autumnal collection might not even go into production.
But for Valentino Fall 2020 campaign, the brand chose to acknowledge the reality of a world that’s still recovering from the lockdown and its losses. The campaign was titled, #ValentinoEmpathy which features series of potraits of actors, friends, creatives and models like Janet Mock, Adut Akech, Naomi Campbell, Anwar Hadid, James Turlington, Christy Turlington, Ellery Walker Harper, Ghali, Gwyneth Paltrow, Laetitia Casta, Laura Dern, Leon Dame, Liu Wen, Mariacarla Boscono, Mustafa the Poet, Rafferty Law, Rossy de Palma, Rula Jebreal, Tali Lennox, Tang Yan and Vittoria Ceretti. All were wearing the brand’s autumn women’s and men’s collections.
Valentino’s parent company – Mayhoola, has reportedly donated one million euros to a Spanish field hospital, one million euros to Milan’s Sacco Hospital, one million euros to Italy’s Protezione Civile and one million euros to La Fondation Hôpitaux de Paris.
The brand took it to social media when #ValentinoEmpathy was first announced, Pierpaolo Piccioli-the brand’s creative director explained “We are always connected— and I am not referring to Zoom, Skype or Facetime— I am talking about empathy, we are all made of emotions.”
“I was thinking of how to promote the latest Autumn/Winter collections, both men’s and women’s, two collections that have highlighted my designer of picturing the society as it is, or should be, a place with no categories or boundaries,” the creative director wrote. “The restrictions caused by this pandemic have helped me to imagine a special project based on empathy and sentiment which are not disappearing due to social distancing.”
By Lola Joseph