In an era where fragrance is increasingly experienced through screens as much as skin, Valentino Beauty is reimagining how scent lives in the digital imagination. With its latest creative initiative, the Maison invites seven digital artists to reinterpret the iconic Born in Roma bottle.
The project brings together Infiniteyay, Daily Splice, Xeocho, Chrissie Abbott, Andrew Knives, Maria Ines Guil, and Simon Bailley, each selected for a distinct approach to digital expression. Rather than producing a unified aesthetic, the collaboration embraces multiplicity. Each artist was given full creative freedom to translate the Born in Roma Donna and Uomo bottles through their own visual language. Nonetheless, with the single guiding rule that the identity of Born in Roma had to remain unmistakable at the core.
Presented as a digital gallery on Valentino Beauty’s Instagram, the final works range from still images to video compositions, blurring the boundaries between fashion imagery, digital art, and brand storytelling. While the signature pink bottle remains a central reference point, the artists explore form, texture, movement, and atmosphere in ways that push beyond traditional fragrance campaigns.
With this project, Valentino Beauty positions Born in Roma as a cultural symbol capable of evolving through collaboration. By foregrounding community and creative autonomy, the Maison emphasizes an approach to luxury storytelling that values interpretation over repetition and invites artists to shape how iconic objects are seen, shared, and reimagined in a digital-first world.
MARIA-INES GUIL
simon bailey
Andrew knives
chrissie abbott
daily splice
infiniteyay
XEOCHO
