EDITO

n°129/ Valentinas

July 2014

 

by Nathalie Azoulai

 

When Valentino launched his Valentina perfume in 2011, did the marketing executives of the brand have in mind Michelangelo Antonioni's 1961 movie, La Notte? Some art director probably did. Remember the seductive heiress starred by Monica Vitti playing games during the party that makes half of the movie. She's beautiful, charismatic and unconventional, just like the ad heroin embodied by Freja Beha. And guess what, she's called Valentina! Random or not, artistic inspirations infused in ad messages as long as despair doesn't stand in the way- mustn't brands always advocate happiness? As Freja lights up the ad movie with her radiant dimpling smile, Vitti is just another Antonionian creature spreading her wide melancholy over the night…

 

 Michelangelo Antonioni

 

 Monica Vitti