Review of Valentino ‘The Party’ Holiday 2022 Ad Campaign by Photographer Pietro Cocco with models Diagne Saliou and Lu Tao
Valentino explores a shining world of holiday cheer with the new campaign for its seasonal “The Party” collection. The campaign was shot by photographer Pietro Cocco.
The campaign imagery takes its visual cue from the styling’s festive edit of statement pieces in a lavish color scheme of glittering gold, emerald green, and royal purple. While the imagery is alive with familiar details that communicate celebration and light, this party feels abstract, universal, idealized: rather than taking place in a house or apartment, the action unfolds in an open studio space, the walls of which are painted purple or gold to emphasize the character of the collection.
The short film makes excellent use of editing and sound design to communicate the frenetic, uplifting energy of a night-long party with friends while remaining open-ended. Our characters get dressed, dance, or count down the new year across distinct vignettes that nonetheless flow together. An excellent soundtrack supports the breakneck pacing, which is balanced out by quiet moments of slow-motion euphoria.
Feeling almost poetic in its sense of rhythm, symbol, and ecstasy, the campaign perfectly conveys Valentino’s uncompromising commitment to the highest echelon of beauty in design and dressing. Eschewing unnecessary details and overplayed signifiers of holiday cheer (and holiday consumerism), the campaign instead distills the joy of holiday fun and togetherness down to its glittering, golden essence.
Valentino Creative Director | Pierpaolo Piccioli
Photographer | Pietro Cocco
Models | Diagne Saliou, Lu Tao & More
Hair | Patti Bussa
Makeup | Letizia Morlè