Maison Valentino’s text-only advertising campaign, the Narratives II, explores the concept of love from the perspective of 17 internationally-acclaimed authors.
When it comes to branding in the luxury sector, Valentino is recognised as somewhat a pioneer of text-only advertising — a reputation solidified by the launch of its Narratives campaign, which re-envisioned how fashion communicated through words.
This year, the Maison returns once again to the literary world with Valentino the Narratives II, which offers a poetic contemplation of modern-day love.
For the second chapter of Valentino’s word-dominated campaign, Pierpaolo Piccioli has invited 17 globally recognised writers and poets to express their views on love, shared with audiences through striking campaign layouts.
The campaign shines the spotlight on today’s literary icons from all across the globe, including Alok Vaid-Menon, Amia Srinivason, André Aciman, Andrew Sean Greer, Brit Bennett, David Sedaris, Douglas Coupland, Elizabeth Acevedo, Emily Ratajkowski, Fatima Farheen Mirza, Hanif Kureishi, Leila Slimani, Melissa Broder, Michael Cunningham, Mieko Kawakami, Murathan Mungan and Serang Chung.
Experimental, freeing, and utterly romantic, the advertising campaign nods to Valentino’s long-standing commitment to fostering arts and culture. While the visuals — impactful text-only designs made using poetry and prose — remain at the forefront, the campaign itself encompasses multiple aspects, including a focus on giving back to the community.
Maison Valentino continues to support a selection of independent bookstores, maintaining a collaboration with Belletrist book club to promote cultural happenings and explorative dialogue.
Experience Valentino the Narratives II online here, together with additional information on participating authors.