By Clara Rech. Images courtesy of Valentino.

“The past is an act of reinvention,” said Alessandro Michele for his first collection as the Creative Director of Maison Valentino. He used the film “Roma” (1972) by Federico Fellini as an inspirational starting point to create a cinematic connection and evoke the feeling of Rome, Valentino and its uniqueness, bringing the past to the present.

Valentino campaign’s cinematic Inspirations: Fellini’s Roma as a Muse

Alessandro Michele chose to recreate the ending scene of Roma as the opening shot for the campaign. As we hear Federico Fellini himself speaking of Anna Magnani as a symbol of the city, we see a beautiful woman entering the Mignanelli Palace in the historic centre of the Italian capital, which is also the location of Valentino’s headquarters.
In the campaign, Fellini’s film showcases the Roman lifestyle as it was during the seventies. The dark colours, with blue, violet and yellow contrasts reminding us of that period, can also be seen in the new collection; in this way, Rome remains a link between art and fashion. Theatrical, multisensory, aristocratic, and eccentric are the keywords that come to mind when embarking on this journey through Michele’s inspired creativity.

Pugs, Catholic Imagery, and Valentino’s campaign Fashion Narrative

The presence of pugs in various scenes is a tribute to the founder, Valentino Garavani, who was famously accompanied by these dogs. The use of Mozart’s Lacrimosa evokes a feeling of melancholy and complements the collection’s portrayal of Catholicism and the Vatican. Another striking and intriguing connection between the Church and the Italian capital is vividly illustrated in scenes featuring a priest adorned in Maison Valentino’s red vestments. In one particularly captivating moment, the priest is seen roller-skating, which is reminiscent of a whimsical scene from Fellini’s masterpiece.

Beyond the Visual: the Multisensory Journey of Valentino’s Art

The campaign incorporates multiple multisensory elements, including touch, sound and taste.   It highlights the materials of the clothing, which evoke feelings of power and sensuality when worn, as well as the warmth shared by the models. In one shot, the model bites into a strawberry, showing an expression of pleasure reminiscent of another scene from the 1972 film. Additionally, the imagery suggests the scents of flowers and candles lingering in the air.

A Celebration of Heritage: Valentino’s Timeless Legacy

The Valentino campaign effectively conveys a strong sense of history, heritage and fashion associated with Maison Valentino. At the same time, it includes subtle yet significant references to Italy and the fashion house’s founder, Valentino Garavani. Michele’s reinvention of the past creates a beautiful and theatrical connection to Rome and fashion while also reflecting today’s sensibilities and tastes. He articulated this concept by stating: “A present that is untimely, misaligned, anachronistic and, because of that, extremely contemporary.”