Valentino's unboxing campaign inspired by Meisel's "The Group" shoot, Vogue Italia, July 1999

Fashion, 15 February 2023

Valentino's unboxing campaign inspired by Meisel's legendary "The Group" shoot, Vogue Italia, July 1999. Pierpaolo's Piccioli's fashion and her campaigns resemble a staging of Warhol, in which the creatives inspire each other.

UNBOXING Valentino campaign shot by Steven Meisel, Courtesy of Valentino

February 15, 2023: The new UNBOXING Valentino campaign was shot in November 2022 by American photographer Steven Meisel at Highline Stages Studio in New York. Steven Meisel also directs the campaign's video, a fusion between still and continuous images set to the soundtrack of the Cocteau Twins.

Pierpaolo's Piccioli's fashion and her campaigns resemble a staging of Warhol, in which the creatives inspire each other.

The new UNBOXING Valentino campaign pays homage to Meisel's legendary shoot "The Group" for the July 1999 issue of Italian Vogue. This shoot is now considered one of the most influential fashion stories in the world - the Vogue issue at the time features 40 pages of younger models in 90s fashion and their aesthetics in an elegantly formal arrangement.

Unboxing as the idea of community through individuality.

Pierpaolo Piccioli chose a set of characters with a strong identity for his Unboxing campaign to convey his idea of beauty. Pierpaolo Piccioli had presented the Unboxing Valentino collection on October 2, 2022 at the Carreau du Temple in Le Marais. He had been interested in showing the disillusionment and insecurity of the times in which the young generation is growing up: "Unboxing an image means unboxing an idea. Free yourself from the structure and you will see what is inside."

In addition to the predominantly simple and elegant pieces, the models in toile iconography were particularly noteworthy and are now featured in the campaign. A graphic pattern designed from the Valentino V symbol, and since spotted on many celebrities.

Find more at

valentino.com

The minimalism and stylishness of the 90s

The most significant works of Steven Meisel are currently on display until 1 May 2023, in Muelle de la Batería, A Coruña, Galicia. It is the cultural project of Marta Ortega Pérez Foundation the daughter of Inditex founder Amancio Ortega, owner of Zara among others.

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