Valentino’s latest campaign, “Avant les Débuts,” takes luxury fashion advertising to a new cinematic level. With Alessandro Michele (who also directed the Gucci Christmas advert) at the helm as the creative director and Glen Luchford (seen in the Louis Vuitton ad with Messi) behind the camera, the campaign weaves together fashion, film, and the mystique of Rome itself. Shot within the iconic Valentino headquarters at the Mignanelli Palace, this campaign is not just about fashion—it’s a journey through time and artistic spirit.
A Cinematic Homage to Rome and Fellini
The heart of the campaign is its homage to Federico Fellini’s 1972 masterpiece, Roma. Featuring both a reimagined scene and the original voice-over from the film, the ad blurs the lines between fashion, cinema, and Roman history. It’s no coincidence that Fellini’s work, which captured the soul of Rome in his day, finds a place in this campaign—it positions Valentino as part of Rome’s eternal dialogue of creativity and sophistication. Fellini’s influence adds weight and nostalgia, grounding the high-fashion spectacle in a deeper narrative of Italian cultural heritage.
Richly Symbolic Setting: Mignanelli Palace
The choice of setting couldn’t be more symbolic. The Mignanelli Palace, home to Valentino’s headquarters, serves as both the literal and figurative gateway into this world of “artists, glamorous cinema queens, and fascinating heiresses.” Through its front door, we are invited into an elite, almost mythical space where fashion merges with timeless elegance. The palace itself becomes a character, representing the historic and liberating essence of Rome—a city that’s equally tied to its past and future.
Alluring Aesthetic and Production Team
Visually, this campaign is a masterclass in moody, opulent cinematography. Glen Luchford’s directorial and photographic touch brings a dramatic flair, combining sweeping shots and intimate close-ups that reveal both grandeur and subtle details of the garments. The meticulous set design, coupled with the atmospheric lighting provided by DOP Jack Webb, creates an almost dream-like quality that feels both aspirational and otherworldly.
The stylistic choices, headed by Jonathan Kaye, reflect the campaign’s ethos of paradox and contrast—classic Valentino elegance is juxtaposed with bold, avant-garde elements. From flowing gowns to structured silhouettes, the fashion speaks to Valentino’s position at the crossroads of tradition and innovation.
The campaign’s collaborative spirit shines through in the meticulous work of its creative team, from Paul Hanlon’s effortlessly elegant hair styling to Yadim’s sophisticated makeup that enhances the models’ natural beauty while evoking old-world glamour. Special recognition goes to choreographer MJ Harper, whose artistic direction infuses a modern, fluid energy into the campaign’s movements, creating a poetic flow that contrasts with the stillness of Rome’s ancient backdrop.
The Music: Haunting and Transcendent
In keeping with the grand, cinematic feel of the campaign, the soundtrack features Mozart’s “Lacrimosa”, performed by the Choir of King’s College, Cambridge. This classic piece lends the visuals an emotional weight and sense of transcendence. It amplifies the idea of Rome and Valentino as something eternal—an “avant” force that’s always ahead of its time while simultaneously steeped in history. The music’s depth gives the campaign a spiritual undertone, suggesting that Valentino’s creations are more than just fashion—they are pieces of art that live and breathe in a broader cultural context.
Valentino Avant les Débuts
Credits
Creative Director: Alessandro Michele
Director and Photographer : Glen Luchford
DOP: Jack Webb
Art Director: Christopher Simmonds
Stylist: Jonathan Kaye
Hair Stylist: Paul Hanlon
Make Up Artist : Yadim
Manicurist: Lauren Mitchell
Choreographer: MJ Harper
Casting Director: Ben Grimes
