Valentino Garavani and Vans

Sep 2025

The 2025 ad campaign for the collaboration between Valentino Garavani and Vans serves as a masterclass in the fusion of high-fashion sensibility and skate-inspired streetwear. Under the creative direction of Alessandro Michele, this footwear campaign subverts traditional product imagery by leaning into an intense, monochromatic red environment that demands immediate attention. The execution relies on a bold graphic language, utilizing macro photography to isolate the intricate details of the sneaker silhouettes—from classic checkerboard patterns overlaid with stylized cat faces and vibrant floral motifs to whimsical graphic heart designs. By placing these objects within shallow, reflective pools of water and on glossy grid-patterned surfaces, the visuals achieve a tactile quality that elevates the everyday canvas shoe into a luxury artifact. The campaign makes sophisticated use of commercial studio strobe lighting alongside natural light to ensure the textures of the canvas, rubber soles, and denim or velvet trousers remain razor-sharp. With striking artwork contributions from EDGLRD and performances by models Ayan Issin, Bukwop Kir, Shane Stevens, Weiyi Fang, and Paul Scally, the project successfully captures a fluid, contemporary aesthetic. This series channels a daring, saturated visual identity that balances the heritage of both houses while pushing the boundaries of traditional footwear marketing through expert use of the live-action technique and macro detailing.

Commercial

Footwear, Fashion