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Maria Grazie Chiuri and Pier Paolo Piccioli Hope to Shock With New Valentino Campaign

With an increasingly obvious directive to attract a younger customer to the house of Valentino, creative directors Maria Grazie Chiuri and Pier Paolo Piccioli tried to up the shock value with their latest advertising campaign. Not exactly explicit when compared to some recent Tom Ford ads or even a naked Marc Jacobs, but nonetheless a change for Valentino, the campaign images feature side-by-side portraits of the same model—one clothed in the fall collection and one nude.

Photographed in black and white by David Sims (who replaced Mert Alas and Marcus Piggott to shoot his first Valentino images), models Freja Beha, Monika Jagaciak, and Tati Cotlar front the campaign photos, which were taken in the house's Parisian headquarters. “The idea is that of an unexpectedly intimate black-and-white portrait with candid shots of unconventional, delicate and individual beauty and a more dangerous undercurrent,” Chiuri said to WWD. “We believe it is a very modern and feminine vision and we wanted to show each woman’s unique personal allure,” added Piccioli. The first photos break this month in the Italian edition of Vogue.

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