Valentino will be donating 1 million euros (otherwise spent to compensate the talents of the campaign) to the Italian Lazzaro Spallanzani Hospital in Rome.
Just as the traditional fashion show is taking a new shape or format in recent (see: Men’s SS2021 shows) and upcoming seasons, so must fashion campaigns see fresh ideas come through to engage and relate to today’s consumers. Recognising that, Valentino has unveiled a Women’s and Men’s Fall-Winter 2020 campaign that’s not just creative – it’s benevolent.
Presenting the #ValentinoEmpathy charity project, conceived by Valentino Creative Director Pierpaolo Piccioli with the aim of bridging the community in a world of social distancing through a mutual human emotion: empathy.
Celebrating inclusivity and a society sans place, boundaries or categories, the #ValentinoEmpathy campaign stars a cast of globally-acclaimed artists, models and friends of the Maison – shot in their respective homes or locations with their loved ones.
Among the most distinguished names donating their time and presence for their campaign include Adut Akech, Anwar Hadid, Christy and James Turlington, Gwyneth Paltrow, Laura Dern, Liu Wen, Mustafa the Poet, Naomi Campbell, Tali Lennox, Tang Yan and Vittoria Ceretti. More are expected to join in the project ahead.
What makes the campaign all the more special and personal is the fact that the photos were shot by someone with whom each cast member is sharing these difficult times with. All talents are pictured wearing a look from the Valentino Fall/Winter 2020-21 collection, with photography credits included alongside a special mention of the relationship that the talent has with them.
The benevolent aspect of it comes with the fact that Valentino will be donating 1 million euros (otherwise spent to compensate the talents of the campaign) to the Italian Lazzaro Spallanzani Hospital in Rome, which is Italy’s hub in combatting COVID-19. The funds will be used to support upcoming phases of the pandemic, as the situation is predicted to last longer than expected.
Prior to this project, Mayhoola, the brand’s parent company, and Valentino have also pledged 2 million euros to the Italian Sacco Hospital and to the Protezione Civile, 1 million to the French charity La Fondation Hôpitaux de Paris – Hôpitaux de France (FHP-HF) and 1 million to the Spanish field hospital within the Madrid exhibition center.
With this gesture, the #ValentinoEmpathy campaign hopes to sustain the Roman Spallanzani Hospital and spread the love for the brand’s home city.
Take a look at the campaign images in the gallery below.
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Photos: Courtesy of Valentino