Valentino has enlisted the help of second-generation supermodel Kaia Gerber as the face of its new Black Tie campaign. The fashion brand is seeking to highlight the current generation of models alongside the resurgence of 1990s supermodels in this season’s advertising efforts. The campaign takes a literal approach to the concept of “black tie”, symbolizing a shift towards inclusivity and personal expression rather than solely signifying formal attire.
Renowned photographer Steven Meisel captured the campaign at the historic Oheka Castle in New York. Each image features Gerber wearing a black tie as the central focus, with the hero shot showcasing her in a long skirt and cropped tailored jacket, complemented by a cropped white shirt – a staple accessory of the black tie dress code. According to Valentino, the campaign seeks to exude both beauty and confidence, embodying individuals who defy traditional dress codes and embrace unexpected looks with rebellion and self-assuredness.
Pierpaolo Piccioli, the Creative Director of Valentino, explains that the campaign aims to revitalize the classic symbol of elegance and power that the black tie once embodied. By redefining its meaning and allowing individuals to celebrate diversity and push boundaries, Piccioli believes that the black tie becomes a personal choice. He breaks the rules of traditional black tie attire to offer a fresh perspective, promoting the strength of individuality and self-expression.
The campaign also integrates contemporary interpretations of iconic elements from the Maison, such as studs and roses, which symbolize opulence and grandeur. The black and white imagery aims to capture the beauty and confidence of Gerber, presenting her as a timeless figure in an intimate portrait against an unpretentious backdrop. Valentino asserts that Gerber’s youth, beauty, and punk spirit align with the brand’s belief that beauty is born from harmony, free from rigid standards or fixed rules.
By featuring Gerber in this campaign, Valentino hopes to demonstrate the transformative power of personal style while challenging traditional dress standards. The campaign represents a refreshing departure from societal conventions, emphasizing the significance of embracing individuality and self-expression. The Black Tie campaign champions diversity while honoring the elegance and power inherently associated with this classic symbol.
Useful links:
– Valentino Official Website
– Valentino Black Tie Campaign
