When details matter, and daily poetry is concealed in barely there whispers, listening carefully is all the more important. With presence and observation, every tiniest detail can fill us with wonder. Bringing us this poetry in a much needed breath of air, Valentino’s Autumn 2025 campaign offers a much needed pause. Alessandro Michele doesn’t rely on spectacle, on the contrary, he offers a quiet reflection on the beauty of the ordinary – or rather a ‘policy of attention.’
With a personal letter titled The Poetics of Everyday, Michele’s approach feels more like an invitation to slow down than a campaign. “Re-enchanting the everyday, trying to inhabit it poetically is not an easy task,” he writes. “An anomaly is needed, a disruption in the frantic rush to do. We need to slow down and stop.”
With photography by Glen Luchford, the campaign leaves the drama behind and lingers on simple moments: a door left ajar, sunlight falling across an empty room, the quiet choreography of morning routines. The clothes aren’t staged as untouchable objects, but part of the world they move through – worn and lived in, inhabited, distilled, full of lived emotions, rather than simply being put on display.
There’s no rush, no storyline to follow. Just a fixed camera, and the sense that beauty often hides in plain sight. From a lavender heel balanced on a step to a parrot perched beside an embroidered jacket, each frame is stripped of predictability. The result feels unpolished, almost casual – and all the more intimate for it.
With a wistful and romantic soundtrack by Paris’ very own Juliette Armanet – the track ‘Imaginer l’Amour’ drifts through these quiet scenes at the same pace as daily life, suggesting that luxury today isn’t about owning more, but about noticing what’s already there.
Discover the collection here.
photography. Glen Luchford
words. Gennaro Costanzo
