Under the creative direction of Alessandro Michele and captured in black-and-white imagery by photographer Drew Vickers, the new Viva Superstar campaign by Maison Valentino brings a spectacular close to the trilogy dedicated to the house’s most iconic bags. It’s a visual story steeped in mystery, where the city becomes an anonymous character, and the woman moving through it remains just as enigmatic. The cinematic atmosphere pays tribute to quiet elegance, with images that hint without fully revealing.

Rebellious aesthetics with archival accents
Viva Superstar continues its exploration of the delicate balance between nostalgia and nonconformity, drawing inspiration from the artistic style and rebellious spirit of the 1970s. The iconic oversized VLogo remains the central design element but returns in a bold new color pairing – intense red with deep black. This joins the already established palette: butter with black, brown with black – expanding the visual narrative of the line.

Functionality with flair
The collection evolves with versatile silhouettes that add functionality without compromising personality. Among the highlights: a compact camera bag with a double strap – chain and leather – and a belt bag that can be transformed into a crossbody or shoulder bag, depending on the pace and intention of the wearer. These join the small duffle bag, first introduced at the Pavillon des Folies SS25 show, further reinforcing the collection’s multi-functional character.

The season’s surprise: raffia, crochet, freedom
The surprise element of this campaign comes in an organic and relaxed form – Viva Superstar Crochet. Three unstructured totes, handmade from crocheted raffia and embroidered with the V logo – the narrative thread that ties the entire family together. Available in three sizes, these models bring a tactile, summery, artisanal touch, while maintaining the refined visual language that already defines the Viva Superstar universe.