Valentino’s creative director, Pierpaolo Piccioli, understands the emotion that a dress emits. Indeed, his collections for the storied fashion label are marked for their sweeping grandeur, romance, and ability to connect with audiences on a much deeper level than what is seen on the surface. And he is extending this set of values to the brand’s fall 2020 campaign. Titled #ValentinoEmpathy, the advertisements will consist of portraits shot remotely by a series of amateur photographers in their own settings.
Relinquishing some measure of creative control is now standard across the fashion industry and beyond. With guidelines to self-isolate amid the coronavirus outbreak, companies are finding innovative ways to produce content, enlisting talent they trust implicitly to convey their vision. For Piccioli, corralling a group who understand his ethos wasn’t hard to find. He’s accrued a loyal base of fans, women from different backgrounds and professions who see themselves reflected in his designs.
Moreover, none of these talents will receive compensation for being part of the #ValentinoEmpathy campaign. Instead, all their fees, along with a donation of €1 million (more than $1 million), will be offered to the Lazzaro Spallanzani Hospital in Rome, Italy, the nation’s hub for combating COVID-19. This follows the €2 million that Mayhoola, Valentino’s parent company, donated to the Sacco Hospital and Protezione Civile in Italy, the €1 million to La Fondation Hôpitaux de Paris-Hôpitaux de France, and €1 million to the field hospital set up at Feria de Madrid in Spain.