First look at Giambattista Valli x H&M‘s advertising campaign featuring reality star turned model Kendall Jenner captured in Rome by fashion photography duo Mert Alas and Marcus Piggott.
Giambattista Valli’s collaboration with H&M made a global impact with its advertising campaign fronted by reality star and model Kendall Jenner. The campaign, shot in Rome by the renowned fashion photography duo Mert Alas and Marcus Piggott, captures the essence of Valli’s signature romanticism and couture-inspired silhouettes, while also highlighting the accessibility and contemporary edge brought by H&M. The visuals feature Jenner in a series of dramatic settings across Rome, from grand staircases to historic streets, embodying the spirit of modern glamour that defines both the designer and the high-street brand’s limited-edition partnership.
The campaign’s location is not accidental. Rome, the city where Giambattista Valli was born and raised, plays a central role in the collection’s narrative. The Italian capital’s rich history, architecture, and opulent interiors serve as a natural backdrop for Valli’s extravagant tulle gowns, embellished mini dresses, and sharply tailored pieces. The decision to shoot in Rome reflects the designer’s personal connection to the city and reinforces the collection’s blend of timeless elegance and youthful exuberance. Mert and Marcus, celebrated for their ability to create cinematic, high-gloss imagery, use the city’s iconic scenery to full effect, positioning Jenner as both muse and modern-day Roman goddess.
Kendall Jenner, already a major figure in the fashion world, is at the center of the campaign’s storytelling. Her presence is both aspirational and relatable, aligning with H&M’s strategy of making high fashion accessible to a global audience. Jenner is seen in a variety of looks from the collection, including voluminous pink tulle gowns, intricately embroidered jackets, and sleek cocktail dresses. The campaign images emphasize movement and spontaneity, with Jenner often caught mid-stride or in candid moments, lending an air of authenticity and youthful energy to the visuals. This approach not only highlights the wearability of the pieces but also connects emotionally with H&M’s diverse customer base.
The collaboration itself was highly anticipated, with fashion insiders and consumers alike eager to see how Valli’s couture sensibility would translate into a more democratic, ready-to-wear format. The campaign delivers on this promise by showcasing key pieces that reflect Valli’s love for opulent fabrics, bold color palettes, and feminine silhouettes. The collection includes both womenswear and menswear, expanding the designer’s reach and reinforcing the inclusive ethos of the partnership. Accessories such as embellished shoes, statement jewelry, and mini bags further complete the looks, ensuring that the campaign resonates across style preferences and demographics.
In addition to Jenner, the campaign features a diverse cast of models and personalities, underscoring the collection’s broad appeal. The styling, overseen by Melanie Ward, mixes high-octane glamour with a sense of playful irreverence. Layered tulle skirts are paired with simple tops, and ornate jackets are worn over casual denim, reflecting the versatility and mix-and-match potential of the collection. The campaign’s launch was supported by a runway show staged at the Palazzo Doria Pamphilj in Rome, adding another layer of theatricality and reinforcing the collection’s roots in Italian heritage and craftsmanship.
The Giambattista Valli x H&M campaign is a celebration of fashion’s power to inspire and unite. By bringing together a couture designer, a global high-street retailer, and a superstar model in one of the world’s most iconic cities, the campaign captures the excitement and inclusivity that define today’s fashion landscape. The collection’s success lies in its ability to offer a taste of high fashion to a wider audience, while remaining true to the designer’s vision of beauty, romance, and individuality.
