Maison Valentino has launched the third chapter in its trilogy of campaigns celebrating its signature handbags. The latest release spotlights the Valentino Garavani Viva Superstar bag and debuts today.
The campaign, conceived by Creative Director Alessandro Michele and photographed by Drew Vickers, features a series of cinematic black-and-white images that merge mystery with refinement. Set against an undefined urban backdrop, the visuals depict a woman in motion, her face obscured by windswept hair or intentionally hidden behind the Viva Superstar bag. The anonymous protagonist appears to be eluding observation, creating an atmosphere of magnetic and enigmatic elegance.
With its distinctive oversized VLogo, the Valentino Garavani Viva Superstar collection continues to draw from the artistic and retro spirit of the 1970s. This season introduces a striking new red and black colourway, joining two existing bicolour options: butter white with black, and black with brown. The core designs are also reimagined in updated textures, including a luxurious skin variation.
Functionality is central to the line’s evolution, with two new formats added: a compact crossbody camera bag, which includes both chain and leather shoulder straps, and a belt bag. The latter can also be worn as a body or shoulder bag, thanks to an adjustable chain, offering increased versatility.
These new additions follow the small duffle bag introduced during the Spring/Summer 2025 Pavillon des Folies collection, further expanding the line’s adaptable aesthetic.
For the summer season, Valentino has also launched the Viva Superstar Crochet line. This new direction introduces three raffia crochet totes in large, medium and small sizes. Each piece is handmade and features an embroidered VLogo, preserving the brand’s signature identity in a lighter, more tactile form suited to warmer months.
The Viva Superstar campaign reflects Valentino’s continued emphasis on craftsmanship and distinctive design. Since his appointment in April 2024, Alessandro Michele has brought a renewed vision to the house, integrating historical codes with fresh creative direction.
