Laura Dern Stars in Valentino's New DIY Campaign
Her son Ellery snapped the photos — and has an ad of his own.
Thanks to the coronavirus pandemic and the social distancing that goes along with preventing the spread of COVID-19, fashion has had to reconsider everything, not just what clothes people want to wear, but how labels present their new offerings in a world where photoshoots can't happen and red carpet events have been wiped from the schedule. In the spirit of empathy and creating a connection to "human touch," Valentino's creative director, Pierpaolo Piccioli, enlisted a slew of famous friends to star in the maison's new campaign, including Laura Dern. And since it wasn't possible to get famous photographers, elaborate sets, and pro hair and makeup teams out to everyone, each shot was DIY — and Dern enlisted her son, Ellery Walker Harper to snap her contribution to the #valentinoempathy campaign. The label adds that it plans on donating 1 million Euros to Rome's Lazzaro Spallanzani Hospital to show its own empathy during the coronavirus pandemic.
Dern's shot, which was taken in Los Angeles on June 3, showcases an all-black ensemble, including a lace blouse, lug-sole creepers, and one of the brand's new leather Atelier bags, which showcase an oversized flower. Ellery also caught the family dog in the frame, as well as a glimpse at some of the California flora.
Piccioli explained that he envisioned the campaign to be inclusive and to showcase the brand's values, which include creating connections between the community and showcasing the broad scope of human emotion. He added that being quarantined made him see the connections between people even more, something he wanted to show in the new campaign. In addition to Dern, Naomi Campbell (shot by herself, of course), Anwar Hadid, Janet Mok, and Ellery himself (his photo was shot by his sister Jaya Harper) appear in the #valentinoempathy campaign.
"In the past weeks, we have all experienced a new world as we are all living through what social distancing means. I have realized how stronger we have become through connections within our own community. The idea of #valentinoempathy Campaign came to my mind because of this. Although I am missing the human touch, I feel that we are always connected by empathy as we are all made of emotions. We are human beings full of energies and these energies are causing changes, positive ones. I am a designer and I strongly believe that through my job I can give my contribution to society," Piccioli said in a statement. "My job today is to preserve and to deliver the Valentino values conveying dreams and inclusivity through the outfits I design with my teams. I was thinking of how to promote the latest Fall /Winter women's and men's 20-21 collections, that have highlighted my desire of picturing the society as it is, or should be, a place with no categories or boundaries."
He added that the brand will continue to work with Lazzaro Spallanzani Hospital as long as the pandemic lasts, ensuring that Italy's COVID-19 hub can continue to serve Rome and the country as a whole.
"The #valentinoempathy campaign wants to be a fundraiser project to sustain the roman Hospital Lazzaro Spallanzani for the COVID-19 Emergency as well as medium- and long-term projects referred to the pandemic disease," Piccioli continued. "I really would like to produce a gesture of love for Maison Valentino's city, I really would like to let Rome know that Valentino's friends, not only the brand, are here!"