Joining the ranks of brands supporting the Italian healthcare system is Italian brand Valentino.
Over the next few weeks, the brand will be exclusively revealing its next advertising campaign, which aims at supporting the Lazzaro Spallanzani hospital in Rome, one of the Italian hubs for the fight against COVID-19.
The Italian brand will be firstly donating a million euros to the cause, and then working on the development of short-term and long-term projects developed at different stages of the pandemic.
The advertising campaign, which stems from Pierpaolo Piccioli’s idea that “although human contact is lacking at this time, one can always be interconnected through empathy, because it is made of emotions,” will be made up of a series of portraits shot in the places where the artists chosen for the campaign are experiencing this period of isolation. The images will be made by those who are sharing this complex moment with the characters, all the "photographers" will be credited through the relationship they have with the artists.
The exclusive cast of the #ValentinoEmpathy campaign currently includes a group of world-renowned artists, Models, House friends and others: Adut Akech, Anwar Hadid, Christy Turlington, Ellery Walker Harper, Ghali, Gwyneth Paltrow, James Turlington, Janet Mock, Laetitia Casta, Laura Dern, Leon Dame, Liu Wen, Mariacarla Boscono, Mustafa the Poet, Naomi Campbell, Rafferty Law, Rossy de Palma, Rula Jebreal, Shu Qi, Tali Lennox, Tang Yan and Vittoria Ceretti.
This is not the only project the Maison has supported, since the beginning of the pandemic, Mayhoola and Valentino donated two million euros to the Milan hospital Luigi Sacco and the Italian Civil Protection, one million euros to the charity French La Fondation Hapitaux de Paris - Hapitaux de France (FHP-HF) and one million euros to the field hospital set up inside the Madrid Fair. The donation to the Roman hospital wants to be in support of the next stages of the management of the pandemic.