Givenchy Gives First Look At New Direction

Givenchy Gives First Look At New Direction

Givenchy Gives First Look At New Direction

Matthew M. Williams shows off the new style of Givenchy.

Matthew M. Williams shows off the new style of Givenchy.

Text: Sophie Lee

It was only last June that Matthew M. Williams was appointed the new creative director of Givenchy. Already, he's teasing his new direction for the iconic Parisian fashion house.

In Paris, there is a footbridge called the "Pont des Arts," where lovers go to cement their adoration with a padlock, secured firmly to the bridge's gated structure. Though the "city of love's" practice is recognized around the world, so many couples had taken part that the bridge actually began to crumble under the weight of their love (and padlocks), leading to the relocation of the locked-up gates.

Williams has still chosen to commemorate the practice, however, in Givenchy's latest campaign. Nick Knight, longtime friend and collaborator of the designer, photographer key hardware symbols that will appear in forthcoming collections. The gold, industrial pieces appear before colorful, gradated backgrounds. Their design is decidedly gender-neutral and customizable, favorites among younger generations.

In the video version of the campaign, Palyboy Carti's vocals can be heard scoring the exciting new visuals. Watch below.

Credits: Photos courtesy of brand.

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