DREAMATIC: VALENTINO'S FALL 2020 MEN'S FASHION AD CAMPAIGN

A new campaign from Valentino discovers a unique digital dreamscape.

By Balthazar Malevolent

DREAMATIC: VALENTINO'S FALL 2020 MEN'S FASHION AD CAMPAIGN

Valentino has hired YH Fong, a production producer and visual artist dually based in London and Hong Kong, for the Autumn 2020 menswear campaign. The collection features woodblock-like prints and patterns which fuse elements of architecture, landscape and fantasy. For a short film, Fong used digital editing to bring certain elements to life. The prints are blown up into the background, so the clothes perfectly blend into the landscape. As shapes and figures are replicated and rearranged, there is a peculiar style that seems to accept both juxtaposition and harmony.

Valentino "Dreamatic" Fall 2020 campaign.Valentino "Dreamatic" Fall 2020 campaign.Valentino "Dreamatic" Fall 2020 campaign.Valentino "Dreamatic" Fall 2020 campaign.

It is from the intoxicating dualism that the campaign derives its energy. For all its oppositions, past and future, analog and digital, of grayscale and color, there is always a unity, the kind of sameness we assign to a pattern. Fong's technological alchemy is truly remarkable in constructing this dreamscape and we are grateful to Valentino for bringing this dream to life.

Valentino S.p.A. is an Italian apparel company founded in 1960 by Valentino Garavani and part of Valentino Fashion Group, which in turn belongs to the State of Qatar through Mayhoola for Investments S.P.C. Pier Paolo Piccioli has been Valentino's creative director since October 2008. Valentino's headoffice is based in Milan, whereas the creative direction is in Rome.

The company has been created in 1960 when Garavani opened a fashion house on Via Condotti in Rome, Italy with the backing of Giancarlo Giammetti, his father's associate.

Valentino's international debut was in Florence, the Italian fashion capital of the time, in 1962. Wedding dresses for Elizabeth Taylor, Anne Hathaway, Jennifer Lopez, Courtney Cox, Sophie Hunter and Princess Madeleine of Sweden have been all custom-made by Valentino.

In 2012, Qatar state purchased Valentino via an investment fund named Mayhoola for Investments S.P.C. for 700 million euros.

Valentino Creative Director | Pierpaolo Piccioli

Director | YH Fong

Models | Callum Heslop, Jeremiah Berko Fourdjour, & Jethro Sapon

We are looking forward to seeing Yohji Yamamoto and Rick Owens digital shows on the 10th of July at 17h30 and 18h respectively. Stay tuned!

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