Valentino's 'Narratives II' Campaign Replaces Images with Poetry
Pierpaolo Piccioli has introduced an innovative advertising initiative for Valentino called 'Narratives II,' showcasing 17 poets and writers globally. This campaign deviates from standard fashion visuals, opting solely for text against vibrant backgrounds, both in static and animated formats, and features seven brief films filmed in independent bookstores. Centered around the theme of 'love,' the contributors include notable figures such as Alok Vaid-Menon, Amia Srinivasan, and David Sedaris, among others. Piccioli, who enjoys poetry, believes that words aid in visualizing collections and expressing emotions. Since 2018, Valentino has supported small bookstores and literary events. This campaign reintroduces text-focused advertising in fashion, a domain that has leaned towards imagery since the 1980s.
Key facts
- Pierpaolo Piccioli created 'Narratives II' for Valentino.
- The campaign features 17 poets and writers from around the world.
- Contributors include Alok Vaid-Menon, Amia Srinivasan, 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 Chung Serang.
- The theme is 'love'.
- Texts are displayed on 17 different colored backgrounds in static and animated formats.
- Seven short films were shot in independent bookstores.
- Valentino has sponsored small bookstores and literary festivals since 2018.
- The campaign appears in print and on billboards.
Entities
Artists
- Pierpaolo Piccioli
- Alok Vaid-Menon
- Amia Srinivasan
- 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
- Chung Serang
- Anna Piaggi
Institutions
- Valentino
- Artribune