Valentino Unveils Revamped Retro 'Viva Superstar'

Italian luxury haute couture brand Maison Valentino unveils the third campaign in its trilogy for the iconic bag.

Following the Valentino Garavani Vain Bag and Nelcoat, the final chapter reinterprets the Valentino Garavani Viva Superstar Bag with a unique and sophisticated visual language.

Under the vision of Creative Director Alessandro Michele and captured through the lens of photographer Drew Vickers, this campaign consists of cinematic black-and-white images that intersect mystery and refined beauty.

Set against fragmentary urban landscapes, the images capture a woman in motion. Her identity remains hidden until the end. With hair blowing in the wind or intentionally covering her face with the Viva Superstar Bag, she strides purposefully or blends into the shadows, as if evading the gaze of others or an unseen lens, exuding a powerful and mysterious elegance while refusing to be captured.

The Valentino Garavani Viva Superstar Bag, featuring a striking identity and oversized VLogo, embodies retro sensibilities inspired by the artistic atmosphere of the 1970s, available in various styles.

This season, the color palette is expanded to include a new combination of red and deep black, alongside the existing black and optical butter white, and brown and rich black combinations. The silhouette of the Viva Superstar Bag is reinterpreted with new textures, including special leather materials.

Two new styles harmonizing functionality and style are introduced. The camera case style, which can be worn as a compact crossbody bag with a mix of chain and leather straps, and a belt bag that can also be worn as a shoulder bag using an adjustable chain.

The new styles further enhance the multifaceted charm of the Viva Superstar family, alongside the duffle bag from the 2025 Spring/Summer 'Pavillon des Folies' collection. Additionally, considering the summer season, three new raffia crochet tote bags are introduced, offering a soft interpretation of the Viva Superstar's energy.

The crochet tote bags, handcrafted and available in three sizes, feature embroidered VLogo, conveying the collection's iconic language in a lighter and more tactile manner.