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For their 2019 resort campaign, the house of Valentino has turned toward Juergen Teller and an ensemble cast lead by model Mariacarla Boscono to promote the houses new hashtag devoted to it’s Roman origins; #borninrome.

At the campaigns core is a short film where Boscono, a Roman native, talks about her appreciation of the city and its attitude. One can almost feel Teller’s direction of asking models to move and pose while parading in graffitied alleys chosen for their distressed wild postings. Meanwhile the film is given an 80s CRT film affect, a series of thin dashed lines that were very much a part of the early days of MTV, to add to its attempt to be renegade.

The beauty of the city overtakes you and just blows my mind.
We are very out there in our vulgarity, in our proud, in our chicness. You like it? You don’t like it? We don’t care.

– Mariacarla Boscono

Sadly the campaign misses the mark, not because of its attempt at a laissez faire, punk-like attitude, but because it isn’t reflective of the strong sense of Roman vulgarity, or Roman chicness, that #borninrome could suggest. It is simply a group of models walking and posing on the street of what could be Lisbon, Bologna, Vienna, or a slew of other cities including Quebec City. We appreciate civic pride, and love almost all things punk, but a voiceover insisting ‘We don’t care,’ has a long way to go before making us actually care about the campaign.

The core of the idea is solid, it simply needs an art director and strategist onboard to tie it together as #borninrome has a great deal of legs that could be built around it. It is Rome after all, and if it has a vulgarity and chicness that is unique to it, by all means share. Pull us in. Or perhaps build out the civic pride and an origin story by taking us behind the scenes at Valentino’s atelier adjacent to The Spanish Steps. And if you are going to shoot at Via Pietro Peretti, why not just head over a few more blocks to Regina Coeli and really get punk.

Sure we recognize the streets, as Rome is actually a really small city, but it has so many wonderfully dark and stunning corners that could do more justice to #borninrome. So stand up and own it, because we are all for the idea of rebuilding the Roman Empire and Valentino can lead us.

 

 

 

Valentino Creative Director | Pierpaolo Piccioli
Photographer | Juergen Teller
Models | Adut Akech, Chiara Pino, Mariacarla Boscono, Oyku Bastas, Rachel Marx, Tamsir Thiam, Yacine Keita
Stylist | Joe McKenna
Hair | Jimmy Paul
Makeup | Dick Page
Casting Director | Piergiorgio Del Moro & Samuel Ellis Scheinman