Maison Valentino presents the new Viva Superstar bag campaign

Maison Valentino closes its trilogy dedicated to the house’s most iconic handbags with a new visual offering. The Valentino Garavani Viva Superstar campaign, conceived by Alessandro Michele and photographed by Drew Vickers, is a powerful whisper in black and white: a series of cinematic images that reveal just enough and conceal the essential. The city that serves as the backdrop remains undefined; so does the woman who traverses it.

The Viva Superstar continues to explore that perfect balance between nostalgia and provocation, with an aesthetic that draws directly from the art and rebellion of the 1970s. The iconic oversized VLogo remains the family’s central statement, and this season it arrives in a new combination: intense red and deep black. It joins the already recognized combinations of butter and black, and brown and black, expanding the line’s chromatic narrative.

The silhouettes evolve with new formats that provide functionality without sacrificing character: a compact camera bag with a double strap—chain and leather—and a belt bag designed to transform into a body bag or shoulder bag, depending on the pace and intention. Both models join the small duffle bag presented during the Pavillon des Folies SS25 show, consolidating the collection’s versatile and multifaceted approach.

The big surprise comes in an organic way with the introduction of the Viva Superstar Crochet: three unstructured totes, crafted from crochet raffia and embroidered with the VLogo as a common thread. Each piece is handmade and available in three sizes, offering a more relaxed and tactile take on the Viva Superstar universe, without losing the visual language that already defines the family.