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AD CAMPAIGN: VALENTINO SPRING/SUMMER 2013 BY SARAH MOON

Posted on January 9, 2013

Valentino have completely surprised me with their latest Spring/Summer campaign…and in a very good way!

Shot by Sarah Moon, the brand’s usual romantic, classical and ornate look has unexpectedly been replaced with a cold, clinical and haunting visage, where the air is suffocatingly thick and glossed, and models Codie Young, Magdalena Jasek, Mackenzie Drazen, Tilda Lindstam, Maud Welzen and Esther Heesch have been convey a mood that is both morbid and melancholic.

Check it out here.


It’s a strong, unsettling campaign that makes you feel slightly uncomfortable when looking at it – and I love it! The clear chair with the lone accessory and the blurred model shots being formatted together gives a rather bone chilling, eerie feel to a collection, which I previously described as “fairytale-like and romantic”.

Maybe it’s just me but despite the minimal look and neutrality, I don’t find this to campaign to be “weightless” and light. In fact it feels very claustrophobic and unnerving, almost as if we are anxiously viewing the trapped spirit of the Valentino woman, no doubt having fallen under the bewitchment of Sarah Moon’s lens!

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