The first Givenchy campaign of the Matthew Williams era
Shot by Nick Knight with the collaboration of Playboi Carti
Fashion
September 28th, 2020
September 28th, 2020
After the announcement of last June, Matthew Williams' journey as the new creative director of Givenchy has finally begun.
Shot by Nick Knight, the campaign reveals a first idea of the aesthetic that will accompany the men's and women's collections starting from the new Parisian life of Clare Waight Keller's successor. Williams was inspired by the Love Locks of the Pont des Arts in Paris, combining them with the classic Givenchy logo to create what will become a new symbol of the French fashion house.
In addition to the campaign shots, Nick Knight then made a video with Playboi Carti in which the American rapper, a longtime friend of Williams, tries to pronounce Givenchy's name correctly in rhythm with a printer that churns out some of the shots of the campaign.
However, the focus remains on the new symbols of the French Maison, accompanied in the still-life shots by the iconic 4G of the brand here further enhanced by the shot of Knight.
