Valentino goes to Africa for Spring Summer 16 ad campaign
The maison taps Nat Geo photographer Steven McCurry
Just as Valentino's Spring 2016 collection was resplendent in tribal African motifs and had models in cornrows, the fashion house's SS16 ad campaign has been captured in Kenya. Lensed by Steven McCurry, famous for his 'Afghan girl' Nat Geo cover, and under the direction of Valentino creative directors Pierpaolo Piccioli and Maria Grazia Chiuri, the campaign was shot at Amboseli National Park.
Models Tami Williams, Alice Metza, Cameron Traiber, Greta Varlese and Kirin Dejonckheer pose alongside local Maasai people. "The idea of these pictures is to take the viewer on a journey. The clothes were inspired by African motifs, [so] to take the shoot to Africa and show how these things interact and, this connection of the clothes, the models, the environment, the local people; I thought it was a great endeavor, " McCurry told WWD.
Pierpaolo and Maria share his sentiments. "Our emotions about African Culture, the idea of beauty achieved by the interaction of different cultures, the idea of tolerance, this is the message we wanted to deliver," they said."That’s why we wanted to shoot in Africa with Steve McCurry. He’s not a fashion photographer; he’s a culture reporter…we wanted to shoot not a fashion vision [of Africa], but more of a cultural vision — and not in a studio with an elephant."