Valentino returns to classic fashion advertising for its Spring/Summer 25 campaign, Pavillon des Folies. Don’t expect to understand the bizarre “story”; its purpose is to draw your attention to the clothes. To that end it is also exquisitely beautiful. The film was led by Valentino creative director, Alessandro Michele, who joined the famous fashion brand last year from Gucci, and directed by British photographer, Glen Luchford.

Luchford built his fame partly on his dark, evocative portraiture of Björk, Tilda Swinton and Dennis Hopper, but for two years in the ‘90s he also worked exclusively with Prada. His fashion editorials are often commissioned by Vogue Paris, Love, Dazed & Confused and i-D.

Credits
Creative Director: Alessandro Michele ​
Director & Photographer: Glen Luchford ​
Art Director: Christopher Simmonds ​
Set Designer: Gideon Ponte ​
Stylist: Jonathan Kaye ​
Hair stylist: Paul Hanlon ​
Make-up artist: Yadim ​
Manicurist: Lauren Michelle Pires ​
Movement Director: Meshach Henry​
Casting Director: Ben Grimes​
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Music: In The Mix (Fast Eddie’s Mix)​ by Mix Masters feat. MC Action​