Valentino Chinese Valentine's Day 2025 Ad Campaign

Review of Valentino Chinese Valentine’s Day 2025 Ad Campaign by Photographer Julie Greve with models Zixiao Zhao and Ren Min

Valentino has recently unveiled its newest campaign under creative director Alessandro Michele, shot by photographer Julie Greve, who also lensed their most recent bag campaign. Set in a lush yet light-filled field, with flowers and a pond in the background, the campaign is a celebration of young, playful love at summer’s end. It highlights pieces from the new Fall 2025 collection, as well as accessories such as the Nellcôte and Viva Superstar bags, to commemorate Chinese Valentine’s Day, which takes place on the 29th of August.

Chinese actress Ren Min and model Zixiao Zhao portray a youthful pair on a summer afternoon. Whether the models are shot alone or together, an air of romanticism and ease permeates the scene: the images are filtered through a light, wistful haze. Valentino’s campaign subverts the traditional pink-and-red lustre of the holiday, instead relying on sweet subtleties—softly grazing shoulders, the motion of an afternoon bicycle ride, a stroll through a flower garden. It’s a marriage of the fall collection’s easy tailoring and lightness with the bliss of romantic passion.

More reimagining than reveal, the campaign shows a deeper commitment to cultural competency and respect for the brand’s Asian market. Many brands use holidays like the Lunar New Year as an opportunity to capitalize on extra profits with new drops. Still, unlike many of their peers, for Valentino, there are no limited-edition colorways to peddle, imbuing their marketing with a sense of authenticity. By celebrating the values of the holiday—love, togetherness, affection—rather than its commercial opportunity, the house demonstrates commendable sincerity and sends a message of confidence: that it’s easy enough to gain sales, but more worthwhile to build trust and respect.