Givenchy SS22 Campaign in collaboration with American artist Josh Smith
Givenchy reveals its global advertising campaign for Spring-Summer 2022, produced by Creative Director Matthew M. Williams and lensed by the Korean-born German photographer Heji Shin, who here signs her second fashion campaign for the House.
In a series of arresting color and black and white images, this campaign captures the energy of the Spring-Summer 2022 ready-to-wear collection and the excitement of the House's collaboration with the American artist Josh Smith, who brings a hint of subversion to the campaign visuals with his colorful, freestyle brushwork.
The Spring-Summer 2022 campaign sees Kendall Jenner return, alongside other renowned talents, dressed in key looks and carrying Givenchy's statement handbag of the season: the Kenny. A supple, intricately constructed bourse-style bag, the Kenny is a true day-to-evening piece that evokes Givenchy's couture savoir-faire through hand-draped folds and embellishments. Signature G-Cube elements anchor it in the here-and-now, reflecting Matthew M. Williams' vision for the House.
“It was incredible to partner so closely with Josh–someone whose electric work and unencumbered perspective I’ve long admired–on all aspects of this collection including this campaign. To me, his artistic vision represents Givenchy’s modern ethos, and I’m grateful that Josh has let me–and, now, so many others–fully step into and explore his world.
On the printed page, seemingly improvised brushwork by Josh Smith brings dynamic color to the visuals, letting them pop even more. A mixed-media video campaign filmed in Paris and Los Angeles further reflects this artistic collaboration: models wearing key looks and accessories from the Spring-Summer 2022 collection are caught in an eclectic, fast-moving montage as they stroll through a garden, pluck petals from a rose, or move in for a close-up.
The Givenchy Spring-Summer 2022 ready-to-wear collection for women and men bridges classical, radical, and utilitarian currents, exploring the tension between extravagance and discipline, tradition and today. Razor-sharp suits, sculpted peplums, a russet fit-and-flare knit mini-dress, or a fringed party top find a savvy counterpoint in freewheeling brush strokes and bold colors. For men, strong-shouldered tailoring, hoodies and artistically distressed denims are amped up by subversive accessories such as a lime green duffle-style GZip bag, a bleach-bottle-shaped ceramic shoulder accessory, or MonumentalMallow footwear. Many pieces throughout the collection bear the prints, patterns, and charged energy of Josh Smith’s distinctive artwork.