Luxury Daily
The authority in luxury news.
April 27, 2024
  1. Nobu to open hotel, restaurant in East Cairo
  2. Saks launches retail media network
  3. LVMH, CFDA launch Earth Week video series
  4. La Mer appoints first male brand ambassador
  5. Selfridges celebrates theater with holiday activation
  6. WatchBox looks for growth in editorial integration
  7. Dolce & Gabbana exhibition coming to Milan's Palazzo Reale
  8. Kohler fusing design, tech-backed wellness at Salone del Mobile
  9. 42pc of American luxury shoppers buying high-end items as 'rewards': YouGov
  10. Britain’s Newby vies for US hospitality, retail partners for its luxury teas
Comment
  • Email
  • Print
  • Reprints
  • ARTICLE TOOLS SPONSOR

Fragrance and personal care

Valentino vyes for self-expression in ‘Green Stravaganza’ campaign

March 4, 2024

The new perfume is housed in a 100 percent recycled glass bottle. Image credit: Valentino The new perfume is housed in a 100 percent recycled glass bottle. Image credit: Valentino

 

By Emily Iris Degn

Italian fashion house Valentino is promoting history and modernity in a fresh beauty advertisement.

The newly released Green Stravaganza campaign stars South Sudanese-Australian model Adut Akech and American singer Anwar Hadid, both of whom are brand ambassadors. The slot showcases the latest addition to the Born in Roma fragrance line, promoting self-expression, inclusion and sustainability in the process.

“Green is close to nature, so it can be calm and peaceful but it also has an extravagant vibe,” said Pierpaolo Piccioli, creative director at Valentino, in a statement.

Opportunity for opulence
The Green Stravaganza scent is marketed as being “for her, for him, for them” on the brand’s website, YouTube channel, Instagram and other digital touchpoints.

This attitude is reflected in the 45-second-long campaign video, directed by American filmmaker Harmony Korine, in which Ms. Akech and Mr. Hadid are joined by a cast of young friends. Each of the diverse talents holds their own Born in Roma fragrance, with the central duo specifically tied to the emerald drop.

The brand brings together its reputation for extravagance, and young people's prioritization of sustainability and inclusion. Image credit: Valentino The brand brings together its reputation for extravagance, and young people's prioritization of sustainability and inclusion. Image credit: Valentino

Visuals were provided by Italian-Swiss fashion photographers Luigi Murenu and Iango Henzi.

The two 24-year-old brand ambassadors frolic through Roman gardens and a lavish mansion called the Villa Aldobrandini, located in Frascati, Italy. The centuries-old, baroque setting offers a stage reflective of Valentino’s reputation for opulence and appreciation of art history (see story).

Halfway through the video, Ms. Akech and Mr. Hadid join their friends in the old European streets of a nearby city.

They ride mopeds, run through stone alleyways and prance down staircases.

The Rockstud-inspired bottles pop up throughout the Roman campaign visuals. Image credit: Valentino The Rockstud-inspired bottles pop up throughout the Roman campaign visuals. Image credit: Valentino

Bottles of Green Stravaganza can be spotted throughout the scenes, as the figures pull out their products to spritz on in between their adventures. The maison states that this allows the wearer to express themself “without restraint.”

As individuality continues to be a key value for younger generations, many in luxury are keeping it in mind for campaigns, collections and more (see story).

Valentino’s embrace of it could secure customer loyalty among millennials and Gen Zers (see story). Also, acknowledging non-binary gender identities in product listings and ads for Green Stravaganza could further appeal to the group and grant the scent versatility, able to be used by all.

A diverse cast sets the tone for the new fragrance. Image credit: Valentino A diverse cast sets the tone for the new fragrance. Image credit: Valentino

The brand has long promoted unisex offerings and individuality (see story), a reputation that could lend this latest stride a note of authenticity.

The sustainability factor
The new fragrance is not just green in color.

With floral and amber notes, the perfume was made with sustainably sourced ingredients. This is thanks to Valentino’s Acts of Love, the beauty division’s eco-friendly initiative.

Green Stravaganza is also housed in a 100 percent recycled glass bottle. Circularity is not new to the company (see story), but highlighting this could play into the high-end market’s increased embrace of reused materials.

Valentino presents a vibrant ode to Roman extravagance

This container is designed after the label’s famed Rockstud fashion look (see story). Last year, the house boosted the motif on multiple occasions (see story).

With this latest application, it appears that Valentino is marrying environmentalism and high fashion aesthetics, a combination that could appeal to luxury fans of all generations.

 
LATEST HEADLINES
MOST POPULAR
  1. Nobu to open hotel, restaurant in East Cairo
  2. Saks launches retail media network
  3. LVMH, CFDA launch Earth Week video series
  4. La Mer appoints first male brand ambassador
  5. Selfridges celebrates theater with holiday activation
  6. WatchBox looks for growth in editorial integration
  7. Dolce & Gabbana exhibition coming to Milan's Palazzo Reale
  8. Kohler fusing design, tech-backed wellness at Salone del Mobile
  9. 42pc of American luxury shoppers buying high-end items as 'rewards': YouGov
  10. Britain’s Newby vies for US hospitality, retail partners for its luxury teas
VIDEOS
More Videos

MORE IN Fragrance and personal care
La Mer appoints first male brand ambassador
Double-digit growth streak continues at Hermès
Kering rocked by 11pc sales dip in Q1
Luxury growth at L’Oréal lags in Q1
Prada’s seafaring scent gets star treatment in documentary
Puig aims to go public with local IPO



RECENT ARTICLES
Triton Submarines delivers next-gen vessel for underwater voyages
Saks launches retail media network
Six Senses wins top 2024 Positive Luxury Award

42pc of American luxury shoppers buying high-end items as ‘rewards’: YouGov
Mercedes-Benz adds celebrity touch to G-Class rollout
La Mer appoints first male brand ambassador