In his first global advertising campaign for Givenchy, Matthew M. Williams has turned to an all-star lineup of likeminded artists to help reveal his vision. For the spring/summer 2021 campaign, the luxury French maison’s Creative Director called on close friends Kendall Jenner, Bella Hadid and Playboi Carti to put their own stamp on key pieces. Anok Yai and Liam Powers also add their star power to the campaign that highlights 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,” the self-taught designer from California, who has added a refreshing perspective since being appointed last year, said. “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.”
The campaign will feature in March issues of major international magazines and on outdoor advertising worldwide starting this month. And to showcase the looks from Williams’ first collection for Givenchy, which debuted last October, the tastemakers are lensed by photographer Heji Shin. Having worked on Williams’ two lookbooks for Givenchy, the Korean-born German shutterbug masterminds visual identity, presenting uniqueness in portraits with vintage 90s-era spreads, which are enhanced by crisp, grainy backgrounds in pop colours. Each setting was chosen specifically to accentuate each subject’s personality and mood.
American Anok Yai, who has a South Sudanese heritage, stuns in a crinkled black leather jacket and trousers. The pieces worn by the model, who was discovered at a Howard University homecoming party and quickly became a designer favourite, explode against an acid green background.
In the campaign, Kendall Jenner embodies the feminine and masculine sides of the Givenchy woman. The supermodel and reality star poses in a body-skimming russet ensemble with a thick gold G-chain choker and matching earrings and small “Antigona” handbag. In a second look, the American dark haired beauty rocks a sharply tailored, black oversized overcoat and trousers with the versatile new “Cut-Out” bag.
In a pose that underscores her feline grace, Palestinian/American model of the moment Bella Hadid crouches against a sage green background. The casual black “Marshmallow” slide creates a counterpoint to the more formal long, pistachio dress. The frock features a fresh take on the “Jour” open back and is embellished with the designer’s signature hardware.
Playboi Carti styled himself in a black leather bomber slipped off his shoulder, as well as a white tank, revealing a couple of tattoos as he did so. The American rapper, singer, and songwriter known for his experimental musical style, mumbled lyrics, gothic fashion and mysterious public persona also models pink patterned denim trousers and a matching new “Antigona” crossbody bag and jacket.
