Valentino campaign celebrates the ‘Poetics of Everyday’

​Valentino has launched its latest campaign (Fall 2025) and like many that come from the creative mind of Alessandro Michele, it comes with a full ‘manifesto’ attached.

It’s called the Poetics of Everyday and despite Michele being one of fashion’s most famous maximalists, might almost be a drive to get back to basics.

“We live in an era of violent uproar, of shouting images, of words chasing after other words without ever taking root. Such overblown turmoil oversaturates our gaze, producing a solid crisis of perception,” Valentino said.

“From this, comes the need for a policy of attention, an ethics for the gaze and the presence, capable of lingering upon the infinitely small, on seemingly insignificant gestures, on those everyday routines that connect us with the pattern of life”.

What we actually see are multiple images within a portrait or landscape format. Although it’s an autumn campaign, given its timing, it shows one key everyday summer activity — eating an ice cream outside an ice cream parlour. It features models including Amelia Gray, Kai Schreiber, Lorenzo Zurzolo, Scarlett White and Sophie Thatcher.

Valentino/Michele added: “Re-enchanting the everyday, trying to inhabit it poetically is not an easy task. An anomaly is needed, a disruption in the frantic rush to do. We need to slow down and stop. That’s why I imagined a static point of view that may scan the poetical density of what nestles in the ordinary. A fixed camera focused on life, as it happens. A door opens, a street, a bar. And then: ancient and minute gestures within mornings that seem to be all alike.

“What I’m proposing is to overcome the anesthetization of the gaze, dwelling in the silent twist and turns of the days, welcoming the magic of the existing with kindness, choosing to stay in touch with what is alive. The everyday is not a backdrop that animates only when the extraordinary steps in. Rather, it’s the secret architecture that supports our presence in the world: a frame of glows and joyful epiphanies enshrined in the little or nothing of our ordinariness.”