Givenchy Spring 2023 Campaign Prompts a Fresh Look at Brand Strategy

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Givenchy Spring 2023 Campaign Prompts a Fresh Look at Brand Strategy

Reviews for this new Givenchy Spring 2023 campaign have been very positive. It would seem that holding the line and trying to make this vision of Givenchy work has merit.

In October, the New York Times explored the evolution [or confusion] around Williams’ vision for Givenchy.

Reminding readers that Givenchy has no core house identity, the sequence of designers at Givenchy has further created murky waters.

As for the talented American creative director Mr. Williams, does a former Kanye West acolyte, have a vision capable of translating Givenchy in modern terms — especially when none of us knows anymore, what Givenchy is about?

Because it’s game over if Mr. West, legally known as Ye, gets anywhere near an advisory role to Mr. Williams to help sort out his quandary.

From all I’ve read about him, Williams can’t possibly share West’s ‘I’ve never read a book, because I don’t need to’ attitude.

As The Atlantic explained this week: “Identifying as someone who categorically rejects books suggests a much larger deficiency of character.”

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Nick Knight's Givenchy FW 2022 Campaign with Ethel Cain, Playboi Carti, Liya and Vittoria

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Nick Knight's Givenchy FW 2022 Campaign with Ethel Cain, Playboi Carti, Liya and Vittoria

Master photographer Nick Knight [IG] is behind the lens, capturing both still images and video for the Givenchy FW 2022 campaign, jointly conceived with Creative Director Matthew M. Williams.

The campaign is absolutely ready for big awards.

Top models Liya Kebede and Vittoria Ceretti are joined by musician Ethel Cain and rapper Playboi Carti in images inspired by literature and imbued with a surreal undercurrent.

“The faces in this season’s campaign really represent what Givenchy means today,” said Williams. “It’s a uniquely eclectic group: each model is an icon in their own right”

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Givenchy Spring 2022 Campaign with Kendall Jenner Erupts with Kenny Bag and Artistic Energy

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Givenchy Spring 2022 Campaign with Kendall Jenner Erupts with Kenny Bag and Artistic Energy AOC Fashion

Supermodel Kendall Jenner returns to Givenchy’s Spring Summer 2022 campaign, accompanied by He Cong, Iselin Steiro, and Steinberg. Photographer Heji Shin [IG] captures the campaign with art direction by Sarah Jayne Todd. Panos Yuapanis styles the shoot, which includes a campaign film, executed also by Heji Shin, set to the music of Surkin./ Hair by Duffy; makeup by Lucia Pieroni

Givenchy SS 2021 Taps Anok, Bella, Kendall + Playboi Carti by Heji Shin in Matthew Williams Debut

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Givenchy SS 2021 Taps Anok, Bella, Kendall + Playboi Carti by Heji Shin in Matthew Williams Debut

American rapper, singer, and songwriter Playboi Carti, aka Jordan Terrell Carter, added an edgy but sophisticated vibe to the campaign, with models Anok Yai, Bella Hadid, Kendall Jenner and Liam Powers presenting a hipper but still smart, streamlined and sensual Givenchy vision.

Whoever thought Bella and Kendall would play second-fiddle to Playboi Carti! It works.

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