Valentino is using its fall/winter 2020 campaign to help raise funds for a hospital in Rome.
Italy is among the nations worst hit by the Covid-19 pandemic, with approximately 101,000 active cases and almost 28,000 deaths.
In light of the crisis, Valentino executives and creative director Pierpaolo Piccioli are gearing up to launch the #ValentinoEmpathy initiative, which will feature models including Adut Akech, Anwar Hadid, Christy Turlington, Laetitia Casta, Liu Wen, Naomi Campbell, and Vittoria Ceretti, as well as celebrities like Frances McDormand, Gwyneth Paltrow, Janet Mock, Laura Dern, and Rafferty Law.
The stars have all agreed that their fee, totalling approximately $1 million (£800,000), will be donated to the Lazzaro Spallanzani National Institute for Infectious Diseases in the capital, where a dedicated team is fighting to curb the spread of the virus.
In addition, Piccioli has invited members of the public to take part in the concept.
“The idea is very simple, I will hand-pick and provide you with a full look of the collection and you will ask someone close to you to take a picture of you on a white wall,” the designer wrote in an Instagram post. “Instead of compensation for this project, I am asking you to support me and my company in sustaining Spallanzani Hospital in Rome, the Italian hub fighting Covid-19. I really would like to produce a gesture of love for maison Valentino’s city, I really would like to let Rome know that Valentino friends, not only the brand, are here (sic)!”
It is believed Piccioli will release further details about the initiative in the coming days.
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