Valentino Is The First Major Luxury Brand To Launch An At Home Campaign

“In this moment, I think that we don’t need things, we just need people. We need embraces, we need emotions,” Pierpaolo Piccioli told Vogue’s Hamish Bowles earlier this month. With that in mind, Valentino is launching an at-home campaign with many of its muses to celebrate the fall 2020 women’s and men’s collections and connect with people during this difficult time.

Gwyneth Paltrow, Christy Turlington, Laura Dern, Rossy de Palma, Janet Mock, Adut Akech, Anwar Hadid, Vittoria Ceretti, Mariacarla Boscono, and more of the brand’s longterm collaborators will be photographed by their loved ones in their homes. Each campaign star has donated their time to Valentino; the $1 million the brand would have spent on advertising will be donated to Rome’s Lazzaro Spallanzani National Institute for Infectious Diseases. The images are expected to debut later this year under the title #ValentinoEmpathy.

“From fashion, you’re maybe going to need something that really touches you enormously—more emotional, more ‘dreaming’ pieces, a reaction to this moment. I don’t feel that we have to reflect the moment, we have to react to this moment with beauty, and with something that is more spectacular, fantastic, poetic,” Piccioli continued. If anyone could deliver that, surely it’s Piccioli, he who dressed Frances McDormand in feathers at the Met Gala and Lady Gaga in periwinkle taffeta at the Golden Globes. The designer will surely be speaking on the idea of delivering hopeful fashion—and hopeful fashion imagery—at Vogue’s Global Conversations next week, where he will be in a one-on-one discussion with Vogue Paris’s Emmanuelle Alt. Sign up for that conversation here and keep an eye out for Valentino’s paradigm-shifting campaign.