Pierpaolo Piccioli drops first solo Valentino campaign
Pierpaolo Piccioli has unveiled his first solo campaign for Valentino's new Rockstud Spike Bag.
The fashion designer became the sole creative director of the luxury label when his former business partner Maria Grazia Chiuri moved to Dior in July (16) and he's now dropped the first set of advertisements he has helmed by himself.
Piccioli turned to notorious photographer Terry Richardson, who has shot previous Valentino campaigns, to create a “street” vibe to the photos, which sees the totes hanging from various objects in lower Manhattan, such as a model of the Statue of Liberty.
“It is not the accessory that defines the persona, but it is the object that allows the persona to express one’s character, attitude and diversity,” Piccioli told WWD of the new items.
The designer was inspired by the online photographic project Humans of New York by Brandon Stanton, whose street-style photos documents everyday people and their stories. Piccioli too wanted to focus on the “rich diversity of people on the street, without filters, and the value of being unique, celebrated by the Rockstud Spike without any distinction of gender, race, culture or social belonging.”
The bag itself has studs covering its quilted exterior and a handle between the shoulder strap, so customers have options on how to wear or hold it. There will also be a series of viral videos shot by Richardson, set to go live alongside the campaign when it drops on Thursday (8Sep16). All the people featured in the video are sporting a Rockstud Spike Bag, each featured in a personal way, and they have been asked to either describe New York in three words or discuss their favourite colour.
Piccioli chose the Big Apple as the backdrop of his debut solo project because of its diversity and he hopes the bags will come across as part of the people’s personality in the video, rather than an accessory.
The Rockstud Spike bags are in stores alongside the fall collection and come available in three sizes.