Valentino has unveiled K-Pop superstar, SUGA of BTS as the new face of the maison’s latest menswear campaign, Valentino The Narratives.

The campaign was shot by acclaimed photographer Theo Wenner and directed by Creative Director Pier Paolo Piccioli. The campaign features the Valentino Menswear Spring/Summer 2024 collection. 

The latest campaign personifies ‘the authenticity meets Maison codes’.  SUGA, recognised for his artistic authenticity and confidence, is the perfect persona to express The Narratives’s message.

The new menswear collection juxtaposes formalwear with oversized pieces, floral motifs, and delicate details. As a multifaceted artist, ‘SUGA of BTS embodies this new style celebrating freedom and individuality’.


As Harper’s Bazaar Singapore reports, the campaign shares ‘a glimpse of the musician’s busy life, from the studio to the streets of Seoul with stolen moments where he finds himself alone between engagements with the press and interactions with his fans’.

SUGA rises to stardom as a member of the global supergroup, BTS. He also has a massively successful solo career under the stage name Agust D. SUGA was appointed as a brand ambassador in January 2023. The campaign was shot before the musician’s military enlistment in September 2023.

Image Source Valentino

Valentino Garavani x PORTER Collection

As seen on SUGA, the campaign also features Valentino Garavani capsule collection in collaboration with PORTER. The collection presents an exceptional selection of bags highlighting ‘the aesthetic heritage of Maison Valentino encounters refined Japanese craftsmanship’.

The collection features practical shapes, nylon materials, and the Toile Iconographe pattern. In addition, the collection features the revamped version of the Valentino Garavani Locò bag and the Toile Iconographe pattern with the combination of nylon and PORTER’s iconic silhouettes.

Image Source Valentino

The collection was first teased at the Spring/Summer 2024 Menswear runway show, where the Italian luxury fashion house’s signature touch blends with the polished quality of PORTER expertise. This unexpected collaboration between top-notch brands set a new encounter for other great collaborations in fashion.

Featuring both collections, The Narratives breathes life into Valentino’s contemporary masculinity as an interpretation of the essence of couture.

Valentino Spring/Summer 2024 collection and the Valentino Garavani and PORTER collection are now available online and in boutiques around the world.   

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