Maison Valentino continues to expand its accessories range with the introduction of the Valentino Garavani Vain family, presented through a new campaign led by creative director Alessandro Michele. Sharna Osborne, recognized for her raw, analogue approach, photographed the campaign following her recent collaborations with Martine Rose. This project follows closely on the heels of Valentino’s Nellcôte bag release, marking another chapter in Michele’s early vision for the house.
BAGS
The visuals focus on atmosphere rather than spectacle. Osborne creates images with grainy texture and subdued tones, evoking a sense of private observation. The campaign draws from the visual language of voyeuristic cinema, positioning its subjects in moments that feel intimate but not staged. Through this lens, Michele directs attention to nuance, how material, light, and gesture contribute to a deeper read of the object in frame.
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Central to the campaign is the new Vain bag. Crafted from soft calf leather, the design features a long handle that allows for shoulder carry. It arrives in several finishes that echo the mood of the ready-to-wear collection. Among the standout versions are velvet constructions, floral embroidery, and raffia textures. One printed edition adopts an “animalier” theme that nods to past motifs in Valentino’s seasonal offerings. Each finish maintains a defined silhouette while shifting tone through material choice.
The Vain line also introduces new shapes into the accessories collection. A vanity bag with an oval shape joins the lineup, designed with a top flap that doubles as a lid. This piece references both traditional vanity cases and contemporary accessories design. Alongside it, Michele debuts the Soft Vain Clutch, a more relaxed interpretation that still holds structure in its curved construction.
Michele’s campaign resists the polished finish typical of luxury advertising. Instead, it favors texture, suggestion, and layered emotion. The analogue photography style adds a sense of immediacy without rushing the gaze.
While the Vain family introduces new designs, it also signals a continuation of the approach seen in the Nellcôte launch. Michele works in chapters, allowing each release to develop with its own tone and rhythm. With the Vain series, he directs focus to intimacy, both in how the bags sit against the body, and how they appear in moments that feel private, fleeting, and real.
