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Valentinos advertising campaign raises funds for Spallanzani hospital




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Valentino’s creative director Pierpaolo Piccioli understands the emotion that a dress emits. Indeed, his collections for the legendary fashion brand are marked for their grandeur, their romance and their ability to connect with the public at a level much deeper than what is seen on the surface. And it extends this set of values ​​to the brand’s fall 2020 campaign. Entitled #ValentinoEmpathy, the advertisements will consist of portraits taken from a distance by a series of amateur photographers in their own settings.

Giving up some creative control is now the norm in the fashion industry and beyond. With guidelines for self-isolation in the midst of the coronavirus epidemic, companies are finding innovative ways to produce content, by recruiting talent whom they trust implicitly to convey their vision. For Piccioli, it was not difficult to find a group that understands its philosophy. He has accumulated a loyal base of fans, women from different backgrounds and professions who are reflected in his creations.

They include actresses Laura Dern, Gwyneth Paltrow, Rossy de Palma and Tiffany Tang Yan; models Kristen McMenamy, Laetitia Casta, Liu Wen, Mariacarla Boscono and Naomi Campbell; activists Janet Mock and Rula Jebreal; and newcomers Ellery Harper and Tali Lennox. Each of these personalities, who all reside in different places, will have friends or family members photographing portraits of them wearing pieces from the men’s and women’s fall 2020 collections.

In addition, none of these talents will receive compensation for being part of the #ValentinoEmpathy campaign. Instead, all of their costs, as well as a donation of 1 million euros (over a million dollars), will be donated to Lazzaro Spallanzani Hospital in Rome, Italy, the national center for the fight against COVID-19. This follows the 2 million euros that Mayhoola, Valentino’s parent company, paid to the Sacco hospital and the Protezione Civile in Italy, to the 1 million euros to The Paris Hospitals Foundation-Hospitals of France and to one million euros for the field hospital created at Feria de Madrid in Spain.

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