Florence Pugh’s ascent to becoming a Hollywood A-lister has been in the works since the English actress starred in Ari Aster’s 2019 horror flick Midsommar. Since then, she’s worked with Greta Gerwig for Little Women, which garnered her a nomination for Best Supporting Actress at the 2020 Academy Awards, and has even joined the Marvel Universe with 2021’s Black Widow. Following the long-standing tradition of film and fashion crossovers, Pugh has been plucked by Valentino to be its latest DiVa.
That stands for DI.fferent VA.lues for those, not in the know. She joins Zendaya and Lewis Hamilton, who were chosen by creative director Pierpaolo Piccioli to embody the house's codes and values in Valentino's A/W 23 campaign. Already a brand ambassador herself (having donned Valentino on numerous red carpets, including last year’s Fashion Awards), Pugh took to Instagram to announce her new status as a DiVa along with her first campaign. 'Working with talented people is one thing, but to work with talented people who are great friends feeds the soul!', states Pugh on Instagram.
On choosing her to become the brand's newest Di.Va, Piccioli took to Instagram to explain, ‘It’s not just a face, it’s a real partnership based on trust and respect'.
Shot by none other than legendary fashion photographer Steven Meisel (who just so happened to join Instagram earlier this week), the pared-back campaign shot in front of a stark-white background harkens back to the image-maker’s legendary editorial work throughout the 90s. Highlighting the Valentino Garavani Rockstud range, Meisel captured a hyper-expressive Pugh showing off her excitement for the Rockstud23 bag.