GIVENCHY AW2022 Advertising Campaign

GIVENCHY AW2022 advertising Campaign conceived by Creative Director Matthew M Williams with still images and video lensed by the photographer Nick Knight, echoing the AW2022 ready to wear collection by introducing a fresh visual narrative for the House Contrasting moods and materials express moments that are both intimate and universal, subtly evoking the tension between reality and surrealism. Bathed in ethereal light, a diverse, multi hyphenate cast embodies the Givenchy ethos of individualistic style, suggesting rich inner worlds that exist beyond surface appearances. A model may also be a rap star, a health advocate, or an emerging voice like Ethel Cain, whose highly awaited debut album was released in May 2022.

“The faces in this season’s campaign really represent what Givenchy means today,” said Creative Director Matthew M Williams ..“It’s a uniquely eclectic group each model is an icon in their own right”. Images informed by literature show models posing in a room of their own a bedroom decorated with vintage floral wallpaper and a pink bedcover contrast pointedly with the urban attitude of a strapless camisole dress with raw edged flounces worn by Ethel Cain Model/activist Liya Kebede appears wearing bold statement accessories like black pearls and the season’s supple, gathered Kenny bag.

Elsewhere, Playboi Carti strikes a serene pose wearing black leather cargos from the Givenchy runway with some of the season’s key accessories, such as full length gloves and the revolutionary TK 360 sneakers In another setting, Vittoria Ceretti seems to be photographed on the fly, standing in front of a billowing animal print curtain and wearing a black leather cami dress with the G Hobo bag, taking in a swirl of movement just past the viewer’s gaze.

Creative Direction: 
Matthew M. Williams

Art Direction: 
Sara Jayne Todd @Artistry

Nick Knight@ Showstudio

Video: Nick Knight @ Showstudio

Ethel Cain @ tba agency
Liya Kebede @ Viva
Playboi Carti 
Vittoria Ceretti @ Elite Model

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