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Florence Pugh Is the New Face of Valentino

Her official title is Valentino DI.VA.

Florence Pugh is the new face of Valentino — or, in the brand’s words, its new “DI.VA” (short for “DI.fferent VA.lues,” per a press release).

In a campaign photographed in New York by the one-and-only Steven Meisel, the actor posed alongside various Valentino handbags showing a range of strong emotions from something zealous to pure shock and plain fun, flaunting her talents in inhabiting different characters. Valentino calls the campaign an “Encyclopedia of Feelings.” 

“Truly an honour to continue creating art with my family at Valentino. Working with talented people is one thing, but to work with talented people who are great friends feeds the soul! And this campaign truly did feed the soul. Thank you for letting me be me,” she wrote in an Instagram post announcing the news. “@pppiccioli cheers and love and so much thanks to the past, the current and the future. I’m fucking proud of this one.”

“Working with you feeds the soul! So proud,” Creative Director Pierpaolo Piccioli replied in the comments.

The photos are minimalist and elegant. Each has a simple, eggshell colored background with Pugh in a monochromatic outfit. They highlight versions of the new Valentino Garavani Rockstud23 bag, embellished with the maison’s signature pyramid-shaped studs, which are inspired by Roman palace doors.

Pugh — who recently covered Vogue and starred in “Don’t Worry Darling” — is a years-long friend of the house: Recently, she sat front-row at the Fall 2023 ready-to-wear and Fall 2022 haute couture shows, supporting the the eye-searing, neon shade of PP Pink at the latter. This campaign showcases Piccioli’s finesse in modernizing Valentino through contemporary muses and smartly juxtaposing punk and couture. Scroll below to see all six images from the campaign.

Photo: Courtesy of Valentino

Photo: Courtesy of Valentino

Photo: Courtesy of Valentino

Photo: Courtesy of Valentino

Photo: Courtesy of Valentino

Photo: Courtesy of Valentino

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