VALENTINO X ZENDAYA
This article is a brief evaluation of the Valentino Fall/Winter 2022 Campaign.
“One color, bold, strong, fluid, extravagant, one color to summarize everything I like in fashion and everything that I choose to represent: the liberation from the ordinary, a space to be oneself, a loud symbol for equality and love,” said creative director Pierpaolo Piccioli.
The primary action Valentino would like their customers to take would definitely be purchasing. No matter how pretty their rhetoric is, the goal as a company is of course to generate revenue. I do believe they would like to find customers who like the pink color and also try to be themselves and enjoy equality and love as well.
The story began with Zendaya entering a dark room with pink 2022 Fall/Winter collections. With the background music, the English band Yazoo’s “Only You”, one word repeated the most in the lyrics is “Love”. The pink color represents love as well. Zendaya then explored the space which was all in ValentinoPinkPP. In the end, it seems like a dream. The official YouTube account of Valentino states that Zendaya finds herself in the vibrant, monochromatic world of #ValentinoPinkPPCollection . The information delivered from the story corresponded to Pierpaolo Piccioli’s theme which is a space to be oneself and love. Although I didn’t find where can equality be shown.
This campaign was posted on Youtube and Zendaya's Instagram.
I would say this campaign is pretty successful, first of all, the theme is good, it encourages people to be themselves and show equality and love. Statistically, there are 7.5 million likes on Zendaya’s post. I believe this campaign successfully delivered to its target audience. I failed to find the CPM and sales revenue for this collection, I think the evaluation of success would be more comprehensive if I could find the data.
