Spring 2024 Ad Campaign

Review of Valentino Spring 2024 Ad Campaign by Pierpaolo Piccioli and Creative Director Lina Kutsovskaya of Be Good Studios with Photographers Mert Alas and Marcus Piggott with models Kaia Gerber, Jolin Tsai, and Son Ye-jin

Valentino balances nostalgia and nowness for a Spring 2024 campaign that embraces nocturnal urban glamor. The campaign features creative direction from Lina Kutsovskaya and was captured by photographers Mert Alas and Marcus Piggott.

The photography duo captures their portraits of a powerfully expressive cast in a New York City apartment with floor-to-ceiling windows high above the skyline. Across the series of images, day fades to night over the skyscrapers, while the styling feels similarly transitional – but with an emphasis on nocturnal elegance. The visual approach with which these scenes are taken in recalls the glossy urban glamor of late-90s fashion ads and editorial, making for a nostalgic nod back to another era of the house while finding its renewed relevance for the current moment. This spirit of contemporary femininity is particularly emphasized by the casting, which features Kaia Gerber, singer Jolin Tsai, and actor Son Ye-jin.

With its New York City setting and late-90s-esque aesthetic, the campaign marks a bit of a departure from Valentino’s recent campaigns – but it’s a refreshing one, especially as it moves in the new but nostalgic direction while still staying immediately recognizable as Valentino. Seeing its cast of distinct women as the contemporary inheritors of an enduring vision of elegance and power, the campaign boldly continues the Valentino legacy.

Valentino Creative Director | Pierpaolo Piccioli
Agency | Be Good Studios
Creative Director | Lina Kutsovskaya
Photographers | Mert Alas and Marcus Piggott
Models | Kaia Gerber, Jolin Tsai, & Son Ye-jin
Stylist | Joe McKenna
Hair | Paul Hanlon
Makeup | Diane Kendal
Manicurist | Jin Soon Choi
Casting Director |
Location | New York City

Senior Fashion Writer | The Impression