Talking to Vogue, the brands creative director Pierpaolo Piccioli said:

‘Our couture shows are always the perfect field to experiment with some very extravagant, bold and memorable make-up looks. The freedom we have in that case is, of course, linked to the nature of couture itself. I can be free with my imagination, having the most powerful tools to express that, and I wanted to give the same feeling to our beauty line. This is also the reason why you will find products that have a super versatile attitude.’

The campaign is set to feature 16 models and non-models as they strive to make the line as inclusive to all ages, sexes and cultures. So expect 40 foundations, 50 lip colours and a range of eye and face products. To put the cherry on the proverbial cake, they have even adapted their SS17 bag into a teeny cosmetics clutch, only big enough to house their satin face powder and mini lipstick tube. There goes our monthly wage.

Valentino aren’t entirely unfamiliar with the cosmetics industry. Last year they dropped a campaign for scent Voce Viva with couture-queen Lady Gaga as the face and are known for a plethora of delightful scents preceding this. In fact, they are one of the last of the big fashion powerhouses to dip their toe in the cosmetic world. Hermes and Gucci have recently taken the plunge in the last couple of years – with Gucci selling over a million lipsticks in the month after it release in 2019. Impressive.

All the Valentino Beauty makeup collection product details will be revealed on May 31, 2021, at Selfridges Department Store in London.

Words By Rosina Findlay

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