Fashion may be steeped in visuals but for Valentino, effective storytelling can be told through the power of words. That in a nutshell is the idea behind the Italian house’s Valentino Narratives campaign which was first launched in 2021.
For the project’s second instalment this month, creative director Pierpaolo Piccioli has continued this written tradition by roping 17 literary whizzes to lend their unique voices to a words-only campaign centred on a theme that’s very much needed at the moment: love.
Valentino has embarked on a guerrilla campaign for its Valentino Narratives II project, adorning walls of selected locations around the world with the posters of proses written by 17 authors. Pictured here are the posters outside the walls of Michigan bookstore 27th Letter.
The wordsmiths for this second leg of the project include American gender non-conforming writer Alok Vaid-Menon, Japanese author Mieko Kawakami of the best-selling novel Breasts and Eggs, and model-author Emily Ratajkowski. Each of their works is presented via vibrant poster layouts – a nod to Piccoli’s penchant for technicolour theatrics.
McNally Jackson Books in New York also plays home to the written word campaign for Valentino Narratives II.
Besides the campaign, Valentino will continue to support several independent bookstores around the world and has renewed its partnership with the five-year-old Belletrist bookclub that is founded by actress Emma Roberts and film producer Karah Preiss in order to promote cultural events and organise open dialogue among other things.
In the meantime, scroll on to enjoy the 17 literary compositions.