Valentino's sister label REDValentino today releases the S/S 21 collection via a digital showcase, live online to explore for one week. The online experience allows viewers to encounter an army of REDValentino models navigating the streets of Rome via a short film and series of photographs by Niccolò Berretta.
Creative director Pierpaolo Piccioli has long embraced a global approach to storytelling, finding new ways of engaging with the Valentino and REDValentino communities. For Valentino Haute Couture A/W 20, Piccioli teamed up with Nick Knight on a fashion film to unveil the collection, which featured 20 foot dresses projected with images of nature.
The REDValentino girl, defined this season as free, independent and radical, poses as the younger sister to Valentino. She's captured for the S/S 21 showcase down back streets and walking through market stalls by the stark lens of photographer Niccolò Berretta, whilst this season's accessories are caught hanging off abandoned trolleys and against backdrops of burger stall signs. Piccioli is bringing the Valentino girl down to earth, placing her within a world that's familiar, whilst maintaining her eccentricity. Here, fantasy and reality co-exist.
Explore the platform here.