Creative director Alessandro Michele channels late 1960s and early 1970s style with the release. Image courtesy of Valentino/Julie Greve
Italian fashion house Valentino’s latest marketing endeavor evokes the spirit of 1970s music culture.
The maison is introducing audiences to the Valentino Garavani Nellcôte handbag, a new design from its diffusion line. Conceived by creative director Alessandro Michele and shot by Danish photographer Julie Greve, a promotional launch campaign live as of this week connects the accessory to the bohemian fashion movements of decades past.
Hippie-chic
The advertisements depict scenes modeled after late 20th-century outdoor music festivals. A cast of models is captured in stills, shown embracing, playing with hula hoops and resting among the wildflowers, the Nellcôte bag prominently featured throughout.
The campaign uses nostalgia-fueled storytelling to position the handbag as a symbol of expression tied to a lifestyle where “emotion leads and style follows,” according to a statement from the brand.
Imagery taps into contemporary “hippie-chic” fashion influences. Image courtesy of Valentino/Julie Greve
The Nellcôte line was recently expanded and now includes variations such as soft suede, grained calf and embroidered designs featuring geometric motifs, multicolor beads and the house’s Cherryfic motif. A medium-sized tote for spring/summer 2025, followed by the addition of two smaller silhouettes for fall, have also been added to the selection, now online and at Valentino boutiques.
Valentino Garavani’s initiative highlights the hippie-chic aesthetic of the Nellcôte line signature, playing on the vintage and vintage-inspired wear that continues to captivate consumers (see story).
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