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. Shot by Sharna Osborne, the visuals accompanying the launch channel the analog romance of 1970s European cinema—each frame both intimate and contemplative, rendered in faded tones, powdery pastels, and oversaturated shadows.

Photography by Sharna Osborne

This time, a sculptural oval vanity bag debuts with a hinged lid that nods to vintage boudoir cases, while a sleeker top-handle version crafted in butter-soft calf and glossy python offers a modern counterpoint with just the right dose of allure. And fear not—returning styles are reimagined with layered textures like floral beadwork, raffia, and animalier patterns, reflecting the maximalist craft of Michele’s ready-to-wear.

Gleaming with gold hardware and the iconic “V” for Valentino, prominently placed at the front, the attention to detail serves as unifying elements across the collection—symbols of identity and intention. The Soft Vain clutch captures these signatures in their most quintessential form, with its embroidered satin finish and striking karung handles offering a refined day-to-night sensibility.

Photography by Sharna Osborne

Models Isabella Pascucci and Vera Le Melehes pose topless in sheer tights and wide-brimmed hats, languidly draped over velvet chairs or perched on pedestals in delicate ruffles and lace.

In this way, the campaign reflects Michele’s ongoing fascination with femininity as performance, ritual, and expression. With Vain, he reinforces the idea that accessories are more than adornments, they’re narrative tools for 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