It’s been three months since Matthew Williams was named creative director of Givenchy, and a brief Instagram video just gave us the first taste of the house’s post-Claire Waight Keller era.
Created by British photographer Nick Knight, the 15-second video shows new Givenchy visuals from a bird’s-eye view as they run through a copy machine. A voiceover by Playboi Carti rings throughout the short clip as the rapper attempts to pronounce “Givenchy.”
“It was just so fun to hear him say the brand’s name over and over and over, in right and wrong ways,” Williams said. “That made it extra relevant to me. I wanted the message to be: It doesn’t matter how you say it. Any way is right, as long as it’s your way!”
The visuals show gold chains and padlocks fused with Givenchy’s 4G logo, a concept reminiscent of Williams’ work with Alyx and Kim Jones for Dior Men. Hardware has always always been a point of interest for Williams, and it seems that he’s bringing his artistry and passion to build on Givenchy’s age-old Parisian legacy.
Williams’ inagural collection as creative director of the house is set to be revealed during Paris Fashion Week on October 4.END
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createdAt:Fri, 25 Sep 2020 13:48:13 +0000