Givenchy unveil the first images from its Spring-Summer 2021 global advertising campaign, produced under the supervision of Creative Director Matthew M. Williams.
To illustrate his vision, Matthew called on close friends in his tight-knit community of artists. Kendall Jenner, Bella Hadid, Playboi Carti and the supermodels Anok Yai and Liam Powers were each invited to put their own stamp on key pieces, the better to highlight the importance of cultivating a powerful personal style.
“To me, fashion expresses a point of view where formality and informality, construction and comfort co-exist. My ethos is about the luxury of infusing clothes with your own personality, not being worn by them,” said Matthew M. Williams. “In each of these portraits, a strong character wears a look that reflects who they are: they’re the ones who bring the clothes to life.”
Having lensed two Matthew M. Williams’ lookbooks for Givenchy, the Korean-born German photographer Heji Shin here oversees visual identity, showcasing individuality in portraits informed by vintage Nineties-era spreads and enhanced by crisp, grainy backgrounds in Pop colors. Each backdrop was chosen specifically to accentuate each subject’s personality and mood. Models wear looks from Matthew M. Williams’ Spring-Summer 2021 collection that debuted last
Givenchy’s debut campaign by Matthew M. Williams will break in social media platforms on January 28th, feature in the March issues of major international magazines and on outdoor advertising worldwide starting in February.
