Sixteen months after his headline-making move from Gucci to Valentino, Alessandro Michele is unfurling his signature storytelling at the Roman Maison with the Garavani Vain campaign.

This time, a sculptural oval vanity bag debuts with a hinged lid that channels vintage boudoir cases. Additionally, a sleeker top-handle version crafted in butter-soft calf and glossy python adds a dose of modern allure.

Photography by Sharna Osborne

Returning styles are reimagined with layered textures—floral beadwork, raffia, animalier patterns—reflecting the maximalist craft of Michele’s ready-to-wear. Lastly, the Soft Vain clutch, with its embroidered satin finish and striking karung handles brings a day-to-night sensibility to the collection.

Photography by Sharna Osborne

Shot by Sharna Osborne, the visuals channel the analog romance of 1970s European cinema. Each frame feels both voyeuristic and intimate, rendered in faded tones, powdery pastels, and oversaturated shadows. Models Isabella Pascucci and Vera Le Melehes appear in cinematic vignettes—posing topless in sheer tights and wide-brimmed hats, collapsing into velvet chairs, or perched on pedestals in delicate ruffles and lace.

Ultimately, the campaign speaks to Michele’s ongoing fascination with femininity as performance, ritual, and expression. With Vain, he reinforces the idea that accessories aren’t just adornments — they’re narrative tools that support identity and daily self-invention. After all, a bag doesn’t just complete a look — it carries your entire life (literally).

Photography by Sharna Osborne