Zendaya the Face of Valentino’s new Campaign Rendez-Vous
One name going around all social media channels and headlines is: Zendaya. The young actress has most certainly made a name for herself. One of the many reasons why the world is currently talking about her is her ongoing collaboration with the luxury fashion house Valentino.
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Zendaya stuns in Valentino’s new Rendez-Vous campaign for Spring 2022. Everyone was waiting to see Euphoria's star in this new appearance.
About The Campaign, Valentino's Rendez-Vous Spring 2022
Zendaya has been the face of Valentino for a little over a year now and the collaboration between the brand and the actress has seen great success, no wonder she is the face of the new 2022 Spring Rendez-Vous collection.
The focus of this campaign is all about a change of perspective. The highlight is mainly on the way fashion comes alive and real when it becomes your companion in your daily life. As an expression of the wearer's unique identity, the garment is met with the beauty of the imperfections of our lives. The creative director of Valentino, Pierpaolo Piccioli, has made it his mission to re-signify the Valentino codes with regards to life and truth and his desire to connect the past to the present. When it comes to promoting the campaign there is no one that can do it better than Zendaya.
As Piccioli describes it: “Zendaya perfectly embodies and represents what Valentino is and stands for, today. She is a powerful and fierce young woman that uses her talent and her work to express herself, her values and her generation as well".
The Premiere Of The Promotional Video And Zendaya
Valentino announced their new campaign earlier last week and shortly afterwards released the promotional video featuring the actress. The video was shot at Warner Bros. Studios in Los Angeles by Marcell Rev and Scott Sakamoto to the song “Crystalised” by The XX with choreography by Stephen Galloway.
The campaign presents Zendaya floating from backstage to the streets to convey a metaphorical journey. It is meant to represent a day in her life and how the garments are a part of that experience. Zendaya posted on Instagram a sneak peek of one of the outfits included in the video, as well as the green suit with a lavender shirt she wore for the press tour of the Spider-Man: No Way Home. We recognised two of the outfits seen in the video but the rest were certainly worth waiting for.
The promotional video did most certainly live up to our expectations, but this is only one of the big news around this campaign. The brand decided to launch pop-ups at four shops in Paris in Le Carreau du Temple from October 1st-5th to celebrate the new collection. Each shop will host exclusive products and events manifesting the Maison’s contemporary values. Keep your ears open because it seems like Valentino is getting ready for an exciting year full of surprises.
Valentino Transforms the World of Haute Couture
Kristen McMenamy, an icon in the fashion industry since the '90s, opened Valentino’s Haute Couture fashion show during Paris Fashion Week. That moment, everyone knew the Italian luxury fashion house had started a revolution in the industry.
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Valentino embraced body diversity during the Paris Haute Couture Week, hopefully inspiring other designers to follow their example.
The World Of Haute Couture
Haute couture is the world of high fashion. If we were to translate it literally, it means "high dressmaking". In other words, it refers to custom-made garments, designed by world-renowned designers and made from high-end, expensive fabrics and stitched with the utmost attention to detail by companies of the highest quality.
Haute couture fashion shows are a form of art. They are just like staging a play or choreographing a performance. From designing the garments to choosing the right models to deliver the message of the collection to selecting the music of the show. When all these little details come together they create a breathtaking fashion show. One of the most anticipated couture fashion shows is the Paris Haute Couture Week.
Valentino Is Redefining The Meaning Of Haute Couture
The world of haute couture consists of custom-made dresses with six-figure price tags and because it symbolises perfection it is seen as an unlikely conduit for modernity. Piccioli thinks otherwise, he sees the symbolic power of the diversity represented at one of the world's most important events as solidifying the winds of change. The shows during Fashion Week have always been about young, perfectly-looking, thin models walking down the runway displaying the garments. This year the creative director of Valentino, Pierpaolo Piccioli decided to follow a different path and go with something that has not been seen before. Models with grey hair and women of all sizes walked down the runway wearing the new collection of the brand.
The Meaning Behind The Show
When asked why Piccioli took on this approach to the show, he shares: “I wanted to break these rules and embrace the idea of different proportions of body, different sizes, different ages. But it was impossible to do this with just one house model. So, I broke the rules and got 10 house models with differently proportioned bodies”.
The runway show immediately stood out from all the others. It featured different body types and models of all ages such as Kristen McMenamy, Marie Sophie Wilson and Violeta Sanchez. In an interview with Vogue, Piccioli shares that those same models who walked on the runway were previously discouraged from even entertaining the possibility of walking couture. That is at the heart of the meaning of the collection. It is not made for a specific body type, more like for a variety of women with different body types and ages. The designer encourages the idea that there is no one definition of what beauty is.
Piccioli is on his way to redefining the way runway shows are heading by breaking down the stereotypes in the industry. He is starting a conversation among people in a position of power in the industry and fashion enthusiasts. One thing is certain – women of different ages, shapes and sizes deserve to be portrayed on the runway.
Le Désir by Ludovic de Saint Sernin
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