The Impression’s Ongoing Series Spotlighting Fashion’s Leading Creative Agencies

By Kenneth Richard | The Impressionist

REM Ruini e Mariotti

Project that Impressed Us
While the founding duo of Riccardo Ruini & Olivia Mariotti helped define the house of Fendi in the mid-90s, ultimately resulting in a sale to LVMH, it is their work for the house of Valentino that impresses us.

Working both strategically as well as creatively, REM has helped creative directors Maria Grazia Chiuri and Pierpaolo Piccioli navigate a textbook passing of the torch from founder Valentino Garavani himself. And while many houses have menswear, accessories and diffusion lines, few have charted such keen visual taxonomies that work so well together in harmony to reflect a holistic brand personality. That personality includes a sense of wit, as exampled by the award-winning accessory campaigns, shot and modeled by Terry Richardson, which do what many houses only wish their accessories campaigns could do – show off the product while keeping the brand elevated, and all with a wink.

REM’s work on the women’s collection ads is sublime, often blending traces of art from Pre-Raphaelites to the work of Edward Hopper. The agency has consistently taken calculated risk with their selection of campaign photographers, working with newcomers such as Michal Pudelka for the collection, to Tim Walker for Red Valentino.

The results of REM’s work is an exciting, sophisticated, elegant and meaningful expansion for the Roman house of Valentino as well as for fashion as a whole.

A few of their clients*

Cerruti 1881
Dirk Bikkembergs
Emilio Pucci
Ermano Scervino
Francesco Scognamiglio
Liu Jo
Patrizia Pepe
*not all clients may be current

REM Ruini e Mariotti
LEAD CREATIVES | Riccardo Ruini, Creative Diretcor
LEAD STRATEGY | Olivia Mariotti, Strategic Director

Via delle Mantellate, 15/A
00165 Rome, Italy
39 06 45506500