Valentino is turning its fall campaign into a social distancing exposition.
Luxury brands are getting innovative with shooting their fall campaigns as the Coronavirus pandemic rages on. To supplement a traditional photoshoot, Valentino is turning its campaign into a charitable project featuring dozens of actors, artists, and models, including Gwyneth Paltrow, Laura Dern, and Naomi Campbell. Many luxury brands are rethinking high-profile celebrity partnerships but as Valentino is launching its campaign globally, using famous people could help the brand reach higher-than-normal engagement rates, according to a Gartner report. The campaign will depict a more personal side of the celebrities featured, as it asks them to be photographed by someone they are going through lockdown with. The stars will be sent outfits from the fall line to be photographed in and the photos will debut in magazines beginning in September.
Dubbed #ValentinoEmpathy, the campaign comes with a matching hashtag for social media promotions. All of the famous faces participating in the campaign will be unpaid, with money they would have earned being donated to Italy’s Lazzaro Spallanzani Hospital instead—a major healthcare hub fighting against Coronavirus in the country. For the campaign, Valentino donated an additional €1 million to the hospital. Valentino’s parent company, Mayhoola, has also been donating to European hospitals during the outbreak, including €1 million to a field hospital in Madrid, Spain and €1 million to the La Foundation Hôpitaux de Paris-Hôpitaux de France. As lockdowns begin to lift across many parts of Europe, including in Italy, Valentino announced it will be reopening its production facilities for leather and footwear, and will be preparing extra masks and protective gear for workers to wear.
Valentino’s fall campaign could be a social experiment for luxury fashion in lockdown. By adjusting to new conditions, the project provides an original attempt at luxury marketing during the pandemic and the unusual circumstances it came with.