If you've seen "Valentino: The Last Emperor", you are familiar with why this sneaker campaign has little to do with the designer's feminine and demure vision.
Since his retirement in 2008, the designer's namesake label has been re-branded and taken in a younger direction by Maria Grazia Chiuri and Pier Paolo Piccioli.
With their latest sneaker campaign, the designer duo enlists the help of controversial photographer Terry Richardson to capture a range of sneaker styles that are held and worn by a tattooed model.
The pieces are an example of wearable luxury and fuse comfort with precise craftsmanship and stunning aesthetics. Valentino's latest sneaker collection features patchwork suede and leather constructions that are accented with the label's signature stud elements, a motif made popular by Maria and Pier Paolo.
Rebranded Luxury Marketing
Valentino Enlists Terry Richardson to Capture Its Sneakers Campaign.
Trend Themes
1. Rebranded Luxury Marketing - Opportunity for luxury brands to reposition themselves and appeal to a younger demographic through strategic rebranding.
2. Collaboration with Controversial Artists - Chance for brands to create buzz and generate attention by collaborating with controversial artists like Terry Richardson.
3. Wearable Luxury - Growing trend of luxury brands creating comfortable yet stylish pieces that combine craftsmanship and aesthetic appeal.
Industry Implications
1. Fashion and Luxury - Fashion brands can capitalize on the trend by strategically rebranding and incorporating wearable luxury elements into their collections.
2. Advertising and Marketing - Opportunity for marketers to explore collaborations with controversial artists to create attention-grabbing campaigns and increase brand visibility.
3. Photography and Art - Chance for photographers and artists to collaborate with fashion brands and contribute their unique style to campaigns, creating disruptive and memorable visuals.