Valentino has revealed its Fall 2025 campaign, titled The Poetics of Everyday, under the creative direction of Alessandro Michele.
The campaign marks a notable shift in tone and philosophy, positioning itself as a reflective response to what Michele describes as a “crisis of perception” in contemporary culture.
In his statement accompanying the campaign, Michele critiques the current visual and communicative climate as oversaturated and overwhelming. He highlights a world inundated by “shouting images” and “words chasing after other words without ever taking root”, leading to a diminished capacity for genuine attention and perception.
In contrast, The Poetics of Everyday aims to centre stillness and attentiveness, inviting viewers to rediscover meaning in the seemingly insignificant details of daily life. Michele describes the campaign’s intent as an “ethics for the gaze”, focusing on “the infinitely small” and the “everyday routines that connect us with the pattern of life”.
The visual concept of the campaign is rooted in simplicity and restraint. Michele imagined “a static point of view”, with a fixed camera capturing ordinary moments such as a door opening, a street, or a bar. The focus remains on the unnoticed gestures and rhythms of everyday life, challenging the viewer to find beauty and narrative in what is often overlooked.
This approach, he suggests, is a form of “re-enchanting the everyday”. Michele acknowledges that this is “not an easy task”, requiring an “anomaly” or disruption to the habitual pace of modern existence. He emphasises the importance of slowing down and choosing to “stay in touch with what is alive”, rather than waiting for extraordinary events to provide meaning.
For Michele, the everyday is not a passive backdrop. Instead, it is “the secret architecture that supports our presence in the world”, made up of “glows and joyful epiphanies enshrined in the little or nothing of our ordinariness”.
Through The Poetics of Everyday, Valentino presents a campaign that stands apart from the spectacle-driven visuals often seen in fashion marketing. It reflects a call to mindfulness, subtlety and a renewed engagement with the world as it is lived, not staged.
