The Real Reason Valentino Chose Zendaya As the Face of The Brand

Valentino's love affair with Zendaya continues in the brand's latest campaign entitled Roman Palazzo. Since launching last week, the iconic fashion house has released a series of captivating black and white images and short films celebrating its 2021 fall/winter collection.

The campaign, shot by legendary fashion photographer David Sims, shows Zendaya reading lines, lounging on an armchair, and posing centre stage inside LA's Palace Theatre. In the first of the campaign's images, the young star whips her hair back—posing in a leopard print jacket, studded heels, and gripping a Valentino Rockstud Alcove Garavani bag.

In March, Zendaya starred in Valentino’s DiVas campaign—standing for ‘different values’—a theme that carries through into their new collection. In the original campaign, the star showcased the Roman Stud Top Handle bag and Valentino Collezione Milano—a collection that manages to blend rebellion with romanticism.

Since being named the face of Valentino in December 2020, Zendaya has appeared in campaigns, on magazine covers and on red carpets wearing some of Valentino's finest. At the recent 2021 Academy Awards, she appeared in a jaw-dropping, fluorescent yellow Valentino gown. Though yellow was a seemingly bold choice, Valentino Creative Director Pierpaolo Piccioli knew that "if there were one who could wear it flawlessly, it was Zendaya."

But Zendaya's appointment as the face of Valentino was certainly not all down to beauty. When the news broke, Piccioli posted on his Instagram, "I think it's fundamental to pass strong messages through the identity of a person, and Zendaya perfectly represents the values that I want Valentino to stand for, such as equality and inclusivity. I chose Zendaya as a person, for what she stands for, and not as a model."

Zendaya may have started as a child model but has since added dancer, singer, Disney star, Emmy-award winning actress, philanthropist, and activist to her impressive résumé.

The Euphoria star is now a venerated Gen Z icon, known for supporting women's rights and speaking out against issues including racial injustice, bullying and body shaming. She has also been an ardent supporter of the Black Lives Matter movement, providing resources to her following and offering her Instagram as a platform for other activists.

So, when Picciolo began his quest to "resignify the codes of Valentino", there was only one choice. For him, Zendaya was the embodiment of a generation, a symbol of contemporary 'sensuality and romanticism', and the key to helping the brand evolve within a more modern context.

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