GIVENCHY REVEALS ITS FW22 GLOBAL ADVERTISING CAMPAIGN BY MATTHEW M.WILLIAMS
The Parisian house unveils a new visual lexicon with surrealistic undertones. Givenchy presents its global advertising campaign for Fall-Winter 2022 conceived by Creative Director Matthew M. Williams with still images and video lensed by the photographer Nick Knight. Echoing currents from the Givenchy Fall-Winter 2022 ready-to-wear collection, the campaign introduces a fresh visual narrative for the House.
Contrasting moods and materials express moments that are both intimate and universal, subtly evoking the tension between reality and surrealism. Bathed in ethereal light, a diverse, multi-hyphenate cast embodies the Givenchy ethos of individualistic style, suggesting rich inner worlds that exist beyond surface appearances. A model may also be a rap star, a health advocate, or an emerging voice like Ethel Cain, whose highly awaited debut album was released in May 2022. “The faces in this season’s campaign really represent what Givenchy means today,” said Creative Director Matthew M. Williams. “It’s a uniquely eclectic group: each model is an icon in their own right”
“The faces in this season’s campaign really represent what Givenchy means today,” said Creative Director Matthew M. Williams. “It’s a uniquely eclectic group: each model is an icon in their own right”. Images informed by literature show models posing in a room of their own: a bedroom decorated with vintage floral wallpaper and a pink bedcover contrast pointedly with the urban attitude of a strapless camisole dress with raw-edged flounces worn by Ethel Cain.
Model/activist Liya Kebede appears wearing bold statement accessories like black pearls and the season’s supple, gathered Kenny bag. Elsewhere, Playboi Carti strikes a serene pose wearing black leather cargos from the Givenchy runway with some of the season’s key accessories, such as full-length gloves and the revolutionary TK-360+ sneakers. In another setting, Vittoria Ceretti seems to be photographed on the fly, standing in front of a billowing animal print curtain and wearing a black leather cami dress with the G-Hobo bag, taking in a swirl of movement just past the viewer’s gaze.