TO kickstart February, Givenchy has released their global advertising campaign for SS22, produced by Creative Director Mathew M Williams and shot by Korean-born German photographer Heji Shin.
Through the colour and black and white imagery created, the duo have attempted to capture the energetic spirit of the ready-to-wear collection. This, combined with the house’s colourful collaboration with the American artist Josh Smith, makes for a vibrant and dynamic campaign.
Givenchy SS22 by Heji Shin
Givenchy SS22 by Heji Shin
This collection marks the return of Kendall Jenner to Givenchy, who can be seen dressed in statement garments and carrying the handbag of the season: The Kenny. The bag aims to be the true “day-to-evening” piece that every woman needs in their wardrobe. Supple in feel but intricate in design, the accessory symbolises luxury, but remains casual at the same time. The new edition features the signature G-Cube element, showcasing Mathew M. Williams’ modernist vision for the house.
The collection itself presents sharp tailored suits, fit-and-flare- knitted mini-dresses and a fringed party top. For men, there are power shoulders in the tailoring, distressed denim details and hoodies for comfort. Josh Smith’s artwork features as prints throughout, alongside a further array of bright colours and patterns.
The team has also produced a video as part of the campaign, filmed in both Paris and Los Angeles. The film shows models wearing the looks, whilst strolling through a garden, plucking rose petals or moving towards the camera for their close up.
By Pia Brynteson
The Givenchy SS22 collection will be available in-store and online on February 18, 2022
Creative Team:
Creative Direction: Mathew M Williams
Art Direction: Sara-Jayne Todd @ Artistry
Photographer: Heji Shin @ Concrete
Videographer: Errol Rainey @ Image Partnership
Styling: Panos Yiapanis @ Intrepid London
Artist: Josh Smith
Models:
Kendall Jenner @ Elite
Iselin Steiro @ Women
Steinberg @ Ford
He Cong @ IMG
Babacar N’doye @ Elite
Ilias Loopman @ Rebel