5th September 2022

Givenchy AW22 Campaign

Abigail Marlow takes a look at the inspiration behind the new campaign

Taking a deep dive into our collective subconscious, Givenchy has unveiled its latest dreamlike advertising campaign for AW22.  Shot by renowned imagemaker Nick Knight, the visuals ring true to his signature aesthetic, whilst perfectly illustrating the Parisian fashion House’s fresh visual narrative.  The story itself comes from the mind of creative director Matthew M. Williams, and ushers in a new visual lexicon for the heritage brand by calling upon surrealist influences with a distinctly urban edge.  Under Williams’ direction, the brand continues to evolve beyond the traditions associated with the Givenchy name – now it’s as much Playboi Carti as it ever was Audrey Hepburn.

Having debuted the new collection at Paris Fashion Week in March, Givenchy doubles down on the concept of haute couture and streetwear working together seamlessly towards a unified vision.  This notion of duality from Williams is reflected in the campaign imagery, with the multi-hyphenate cast of talent soaked in pastel-hued lighting while sporting modern, monochromatic looks.  Such contrasts express moments that are both intimate and universal, subtly evoking the tension between reality and surrealism.  “The faces in this season’s campaign really represent what Givenchy means today,” said the designer.  “It’s a uniquely eclectic group. Each model is an icon in their own right.”

One of those icons is the aforementioned Playboi Carti lying on a bed draped in opalescent pink sheets.  He wears black leather cargos, full-length gloves, and the revolutionary TK-360+ sneakers that caused such a stir earlier this year.  Emerging singer-songwriter Ethel Cain’s look expands on the theme.  Lounging in the same room decorated with vintage floral wallpaper, she offers a stark contrast to her surroundings in a contemporary, ivory camisole dress with urban, raw-edged flounces and bold pearl rings.

In another image, model and activist Liya Kebede is shot sporting bold statement accessories, like black pearls and the season’s supple, gathered Kenny bag.  Elsewhere, model Vittoria Ceretti wears a striking twist on the brand’s infamous ‘little black dress’ in front of billowing animal print curtains.  Here, it’s transformed into a leather camisole and accented with effortless chic by the G-Hobo bag adorned with padlock hardware signatures.  All of which should tell you if you didn’t already know, there will definitely be a new design vocabulary on the streets coming from Givenchy this winter.


Click here for more information on Givenchy AW22

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