SINCE his appointment as Creative Director of both men’s and womenswear at Givenchy earlier this year, the anticipation of what Matthew M. Williams could bring to this iconic fashion house has been big.
With a CV that includes co-founding 1017 Alyx 9SM, working on accessories with Kim Jones at Dior and art directing Kanye West videos, he has proved that whatever he touches turns to gold.
Now, embarking on a new, more refined luxury route at Givenchy, Williams unveiled his first advertising campaign for the French fashion house. In a set of images by friend and close career collaborator Nick Knight, we are given our first glimpse at the brand’s new chapter and aesthetic.
The images are of intricately engraved hardware that is set to encapsulate the new spirit of the women’s and menswear at Givenchy. The idea of locks stems from his new life in Paris. Swapping the States for the city of couture, he has taken to the culture and new way of life, finding particular inspiration from the famous “love locks” attached to the bridges.
Known to be one of the most influential innovators in streetwear, Williams has definitely already brought his touch to Givenchy by quite literally bringing the streets to the new wear. However, he is not forgetting the history or the luxury embedded in this fashion house, as the locks are stylised into the G shape.
For our digital appetite, Knight shot a video of a high-res printer printing images of the new Givenchy symbols against a soundtrack of Playboi Carti mispronouncing the brands name. This is definitely up for interpretation, but it is clear that Williams is about to show us a side of Givenchy we have never seen before.
by Imogen Clark