Since his appointment as menswear and womenswear creative director at Givenchy in June 2020, we’ve been waiting to see what Matthew M. Williams would bring to the table.
Shot by Nick Knight, Williams’ first campaign for the luxury French fashion house gives us a glimpse into this new chapter for Givenchy. The images feature bold yet intricate gold hardware, foreshadowing the future aesthetic of Givenchy menswear and womenswear. The concept of locks was derived from the love locks that hang on the bridges in Paris, with the Givenchy iteration featuring delicate engraving on padlocks and U-locks, as well as the repeated interlocking G logo throughout the chain.
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To satisfy the digitally-minded among us, Givenchy has also released a short film – also shot by Nick Knight – featuring vocals by rapper Playboi Carti repeatedly mispronouncing the French fashion house’s name.
It’s the dawn of a new era at the French fashion house; we’re looking forward to October 4th to see what Matthew M. Williams has in store for us.
Words by AR Staff
