Maison Valentino has unveiled the final chapter of its trilogy of campaigns dedicated to its signature bags. Following on from Nellcôte and Vain, this latest installment focuses on the brand's iconic Valentino Garavani Viva Superstar bag, evoking a poetic and enigmatic worldview.

photo by Drew Vickers / Courtesy of Valentino
The campaign, conceived by Creative Director Alessandro Michele and photographed by photographer Drew Vickers, is set in a monochrome world reminiscent of a fictional city, featuring a faceless woman walking through it. Her face is obscured by her flowing hair and the bag she holds, exuding an independent presence without revealing her true identity. Her appearance, which invites the viewer's imagination, epitomizes a mysterious and sophisticated elegance.

photo by Drew Vickers / Courtesy of Valentino
The newly introduced Viva Superstar family continues the retro spirit inspired by the 1970s art scene. Featuring the iconic oversized V logo, the bag now offers a richer range of expression with a vibrant new red and black colorway, joining existing colors like butter white and black and black and brown.

"Medium Tote" ¥438,900 (tax included) Dimensions: L37xH26xD2cm
Courtesy of Valentino
In addition, by adopting new materials such as Precious Skin, the series has evolved into bags with an even more diverse texture and presence than before. This season also sees the introduction of two new silhouettes: a camera case combining a chain and leather shoulder strap, and a belt bag with an adjustable chain. Combining functionality and style, these new models, along with the small duffle bag unveiled in the Spring/Summer 2025 collection, "Pavillon des Folies," further strengthen the family's multifaceted appeal.

"Small Duffle Bag" 412,500 yen (tax included) Dimensions: L23xH16xD8cm
Courtesy of Valentino
In addition, for the summer season, a handmade raffia crochet tote bag will be added to the lineup. Available in three sizes - large, medium, and small - each featuring an embroidered V logo. With its soft texture and light appearance, it is a new "Viva Superstar" that will fit in with your everyday summer routine.

"Crochet Medium Tote" ¥264,000 Dimensions: L37xH24xD9cm
Courtesy of Valentino
Like a scene from a movie, this eye-catching campaign goes beyond the boundaries of a bag, questioning new values while remaining in tune with the times.


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About Maison Valentino
Maison Valentino was founded in 1960 by Valentino Garavani and Giancarlo Giammetti. Valentino, a symbol of exceptional craftsmanship, creativity, and individuality, continues to inspire people by redefining the values of excellence and emotional beauty that are deeply connected to its roots as one of the most renowned Italian couture houses.
Jacopo Venturini became CEO in June 2020, and Alessandro Michele became Creative Director in April 2024. Collections include haute couture, women's and men's ready-to-wear, Valentino Garavani accessories, Valentino eyewear in partnership with the Akoni Group, and Valentino Beauty in partnership with L'Oréal.
For inquiries:
Valentino Information Desk
tel. 03-6384-3512
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