Change is in the air at Valentino! The classic Italian fashion house has had a bit of a revamp since Maria Grazie Chiuri and Pier Paolo Piccioli became creative directors in 2008, and the changes keep on coming. For Autumn 2010, they have gone for a slightly edgy campaign shot by David Sims.
The campaign was shot at Valentino's headquarters at Place Vendôme in Paris. Chirui explained to WWD, "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." Piccioli added, "We believe it is a very modern and feminine vision and we wanted to show each woman’s unique personal allure." The ads will first appear in the July issue of Vogue Italia, what do you think of the change of direction?