Lensed by photographer Nick Knight and conceived by Creative Director Matthew M. Williams, the Givenchy Fall Winter 2022 Campaign is a surreal set where dreams meet with reality.
In just seven seasons, Matthew M. Williams has done what some of his contemporaries could not achieve for the House of Givenchy. He has created what the industry calls a look — seductive as it is streamlined and instantly identifiable — as he has designed a slew of hits since his first season: the accurately-angular Cut Out bag, 4G padlock that has become a new House motif, and the TK-360; a revolutionary knitted sneaker.
The Givenchy Fall Winter 2022 Campaign, however, is when Matthew M. Williams has fully found his footing. There is one eye to the House’s storied past — elegant evening wear, pearls of Audrey Hepburn yore, and tactile touches — and one eye to the present where Williams mines culture to create conversations. The Givenchy family is constantly expanding and there is elegance in being egalitarian; the next member of the family could be you, yourself.
“I really wanted to create a synthesis of powerful, sophisticated femininity, with an interplay of multiple American and Parisian influences, sports and craftsmanship. Next to her stands a contemporary man with an instinct for chic nonchalance. On the runway, both are grounded by a sense of reality.” says the Creative Director himself, a reference to the elevation of the everyday staples he sent down the runway.
To make sense of the Givenchy Fall Winter 2022 Campaign is to decode the metrics of what Matthew M. Williams considers a role model. In an esoteric sense, he describes the cast — Ethel Cain, Liya Kebede, Playboi Carti, and Vittoria Ceretti — as faces that “really represent what Givenchy means today. It’s a uniquely eclectic group: each model is an icon in their own right” but in a simpler sense, the Givenchy man or woman defies the expectations upon first glance.
They could be an emerging voice like Ethel Cain or a model therapist in training like Vittoria Ceretti; the ready-to-wear and accessories from Givenchy become a means for them to live the many lives they live.
While the advertising campaign telegraphs the season’s most wanted items — the supple Kenny bag, TK-360 sneakers in a new material (they are now called the TK-360+), and the slouchy G-Hobo bag — the question here is how Matthew M. Williams is going to elevate the next campaign. Our answer is simple: just look at any Givenchy-tagged celebrity images or people you see wearing the brand. There are a good few of them and that is visual creation success.
Creative Direction: Matthew M. Williams
Art Direction: Sara-Jayne Todd@Artistry
Photographer: Nick Knight@Showstudio
Video: Nick Knight@Showstudio
Models/talents:
Ethel Cain@tba agency
Liya Kebede@Viva
Playboi Carti
Vittoria Ceretti@Elite Model
To discover more of the Givenchy Fall Winter 2022 Campaign, click here!
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