Fashion

UPDATE: Givenchy Unveils First Campaign Under Matthew Williams

Ahead of Williams’ debut collection for the brand.

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1,105 Hypes

UPDATE: Givenchy Unveils First Campaign Under Matthew Williams

Ahead of Williams’ debut collection for the brand.

UPDATE (September 28, 2020): Building anticipation for Matthew Williams‘ debut collection for Givenchy, the historic fashion house has revealed its first campaign featuring designs by the newly appointed creative director. Instead of garments, however, the images tease key hardware codes that Williams, known for his hard-edged ornamentation, will introduce to the label.

Inspired by the “love locks” that tourists affix to Paris’ Pont des Arts, U-locks are upgraded in gold with Givenchy logo embossing. A crocodile-textured padlock is pierced with accompanying keys while chains are comprised of interlocking G-shaped links.

Take a look at Givenchy’s first Matthew Williams-helmed campaign, shot by Nick Knight, above. His debut collection for the brand will be revealed on October 4.


ORIGINAL STORY (September 25, 2020): Despite difficult times, the fashion industry has been seeing more exciting days recently as brands continue to roll out new collections and campaigns in time for Fashion Month. Givenchy, which announced Matthew Williams as its new creative director to succeed Clare Waight Keller a few months back, has unveiled the designer’s first-ever visuals.

In a video filmed at birds-eye-view of a printer churning out Givenchy-branded imagery, Playboi Carti attempts to pronounce the French house’s name: “Ji-vahn-chee, Ji-ven-chee, yeah, yeah.” Created by the legendary Nick Knight, the 15-second-long sequence doesn’t reveal much information but teases Williams’ upcoming designs. Judging from the visual, the creative will be featuring silver 4G logo hardware ranging from chains to padlocks for his inaugural collection. Williams explained to Vogue in a recent interview:

“I love this video so much. I’m having so much fun at Givenchy, working with the best people, making the pieces, creating this whole new universe. It felt like our first film should be a representation of that. A work in progress, something around the behind-the-scenes process, where all the details matter, but [are] made among friends and with a lot of fun.”

Stay tuned for the designer’s debut collection for Givenchy, set to be revealed on October 4.

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