Valentino Garavani launches Vain bag campaign, Roger Vivier celebrates pre-fall collection

Fashion Network

18-06-2025

Two key European luxury labels have launched new campaigns with Valentino Garavani and Roger Vivier launching new creative marketing drives in the accessories and footwear sectors.
Following the recent launch of the Nellcôte bag campaign, Maison Valentino now continues its storytelling journey with the unveiling of the second chapter: the Valentino Garavani Vain bag campaign.
Conceived by creative director Alessandro Michele and shot by photographer Sharna Osborne, we're told the campaign 'is a tactile exploration of emotional intimacy and femininity. Evoking the aesthetic of analogue photography, it crafts an atmosphere where beauty is suspended in time'.
The brand added that 'the images, with their faded colour tones and grainy backdrops, are imbued with a powerful texture that recalls the dreamlike sensibility of early film and the intensity of voyeuristic cinema'.
Looking almost like video stills, the bag is the focal point of every image as the visuals portray two women 'in a series of compositions that suggest an atmosphere of private and shared allure. Whether together or apart, they appear caught in a world of whispered secrets and shadowy glamour, where the Vain bag becomes a silent witness to their intimacy'.
The campaign supports new developments for the Vain bag this season with the introduction of a new top handle style featuring an elongated handle that allows it to be worn on the shoulder. There's also a new oval-shaped vanity bag, with a top flap acting as a lid, that 'brings a modern attitude to the line while preserving the original bag's refined codes'.
The signature shoulder bags also return with updated finishes and 'rich surfaces', that is, multicolour floral embroideries rendered in beads, velvet, raffia, or leather, and a new printed animalier variation referencing the RTW collection.
Vivier's Paris life
Meanwhile, at Riger Vivier, the new campaign for the autumn 2025 pre-collection is called ' La Vie Parisienne ' and was conceived by brand creative director Gherardo Felloni 'as both homage and provocation'.
Shot inside a hôtel particulier (one of the grand townhouses found in key French cities) 'and along hushed city streets, the story unfolds like a secret — caught in a glance, stretched across a brocade sofa. It captures something rarer than beauty: character. Here, elegance isn't constructed. It's instinctual'.
So far, so very Parisian. But the company said that 'this is not the Paris of clichés. Nor is the Vivier woman one. She is elegant but unpredictable, refined yet untamed — never explaining, always becoming. Like the muses who once wore Vivier — Deneuve, Bardot, and beyond — she moves between worlds. Perhaps an art dealer. Perhaps a writer. Or neither. She doesn't follow fashion. She defines style'.
It features a variety of both formal and casual shoes, along with bags.
So who are the stars of this particular show? As far as the models are concerned, Felloni has cast three women 'who embody this spirit". There's Louise de Blegiers," with a modern intensity beneath her quiet poise; [plus] Zoé Adjani and Léa Rostain, actresses whose presence distills softness and edge. Parisian by birth or by affinity, these are not women who perform femininity — they reinvent it'.