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Valentino Continues Radical Image Change with Fall 2010 Campaign Featuring Nude Models

>> Maria Grazia Chiuri and Pier Paolo Piccioli are driving Valentino in a "younger, more contemporary, complete and desirable" direction, according to the brand's CEO Stefano Sassi, and the Fall 2010 Valentino campaign continues that evolution.  Photographers Mert Alas and Marcus Piggott were replaced this season by David Sims, who in what is his first Valentino campaign helped the label with a "radical image change," as WWD put it, capturing Freja Beha Erichsen, Monika Jagaciak, and Tati Cotliar (below) in black and white. Each ad shows the model in two side-by-side images, one of her nude ("shocking," says WWD) and the other fully clothed.

The official word on Valentino's rumored sale »

Valentino had a rough year last year, but Sassi says that despite “still [having] lots of work to do,” the brand is turning it around: “We are optimistic and believe we will recover what we’ve lost and return to sales figures in line with two years ago."

As for the rumors earlier this year that Valentino Fashion Group (and subsequently Proenza Schouler, of which the company has a 45 percent stake) were being shopped around, Sassi recently said that Permira, Valentino's owners, “may decide to sell the group or launch an IPO, but nobody is able to know or say anything now. We still have a few years, maybe four or five, to further enhance the group.”

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