For the latest chapter of the Valentino Collezione Milano campaign, aptly named “The Narratives,” some of the world’s top voices in literature, poetry and playwrighting and screenwriting have joined the Maison in order to relay their own stories. Each literary talent has been given the chance to create a single-page, text-only ad campaign, with just one stipulation: the mention of Valentino in any way, shape or form.
Inspired by the campaign and with the literary community in mind, the Maison worked with Emma Roberts’ book club, Belletrist, to deepen the messaging of “The Narratives.” Together, Valentino and Belletrist have found nine indie bookstores across the United States to partner with, donating a fee to support them and placing the campaign in their front windows. From April 21-28, customers are invited to visit Book Soup to see Donna Tartt's contribution, and take home a special ValentinoxBelletrist tote bag, along with a personal-size poster from one of the campaign's contributors: Yrsa Daley-Ward, Raven Leilani, Matthew Lopez, Fatima Farheen Mirza, Janet Mock, Elif Shafak, Lisa Taddeo, Donna Tartt, and Ocean Vuong. (One per customer. While supplies last)
Valentino has long been a supporter and active participant in the literary community, however “Valentino Collezione Milano: The Narratives” is the first-ever fashion campaign that takes the written word and brings it front and center, doing away with imagery altogether in the name of the literary arts.