With its latest campaign, Valentino Garavani takes a decisive step away from the overstimulation of contemporary image culture. The new campaign, The Poetics of Everyday, is less about the clothes themselves and more about the life happening around them. It’s not a runway. It’s a living room. A quiet street. A morning ritual. A single gesture repeated without an audience. It’s a quiet, deliberate exploration of the ordinary moments that shape our lives.
In an era where attention is constantly hijacked by speed and visual excess, this campaign proposes a shift in pace. It suggests that beauty doesn’t always announce itself; it often exists in gestures so subtle they risk being overlooked. A door left ajar, a coat draped across a chair, the hush of early morning light. These are not scenes composed for effect, but fragments of life made visible through stillness.
Rather than relying on theatricality, the campaign uses a fixed gaze to reveal the intimacy of daily rituals. The pieces — understated yet exquisitely crafted — seem less concerned with commanding attention and more with complementing the rhythm of real life. A handbag becomes part of a personal routine. Shoes move through space without urgency. Clothing exists not to transform but to accompany it.
The campaign pictures are shot by photographer Glen Luchford and feature talented models who all represent a new wave of talent shaping the future of fashion and entertainment. The full cast features Amelia Gray, Sophie Thatcher, Lorenzo Zurzolo, Marie Sophie Wilson, Scarlett White, Yilan Hua, Yuri Fukuhara, Saniqué, Kai Schreiber, Yar Aguer, Aimee Patricia Byrne, Franklin Smith, Bukwop, Luukas Niskanen, Suyong Jung, Hank Akerlund, and Glory.
The new collection is now available in-store and online. All images are courtesy of Valentino.
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