Under the Creative Direction of Matthew M. Williams, the Parisian Luxury Maison Givenchy has unveiled its first jewelry collection campaign, featuring the bold yet elegant
When Matthew M. Williams got appointed the Creative Director of the French Luxury House Givenchy in June 2020, the decision marbled the fashion rows with expectations and excitement. How would the Alyx Studios aesthetic be recognizable in the new Maison Givenchy, carried by traditions and craftsmanship?
The Givenchy accessories campaign gives a first glimpse of the impending. Through the lens of Williams’ longtime friend and photographer Nick Knight, the designer introduces stylistic codes for Givenchy, revealing the main symbols relating to the metal hardware, which will be incorporated in the women’s and men’s collections.
Williams focuses on the new Givenchy symbols in a still life version, emphasized by the ‘Givenchy’ and ‘4G’ scale codes; an affirmation of discretion, contemporaneity, and refinement. Supported by friend and rapper Playboi Carti, the campaign film for the House’s digital platforms, edited by the Creative Director himself and shot by Knight, commences with the rapper enumerating mispronunciations of the House’s name. Behind the scenes, the ‘work in progress’ takes shape when images of the Maison’s new symbols cascade from a high-resolution printer.
Following the House’s press release statements, the collection draws inspiration from Givenchy’s bond to Paris. Matthew incorporates details and ideas, symbolizing the characteristics of the city. The starting point for the original concept of Givenchy’s signatures originated from the ‘love locks’ clamps on bridges around Paris by couples intending to perpetuate their love.
Williams permeates class with his perception: chains are decorated with ‘G’ emblems, expressing the House’s visual code that designates continuity and interconnection. Metallic symbols on pastel gradient backgrounds create a street-edge tone. Unisex accessories circle sophistication, conveying a symbiosis between the Givenchy universe and the designer’s inspiration with hardware. The gold-finish ‘Givenchy’ padlocks showcase a U-shaped closure or a carabiner that closes with a screw. A padlock with a leather motif features two asymmetrical piercings at the base so that the twin locks can engage or not: Matthew invites the wearer to play with the given and make the pieces their own.