Givenchy Editorial Campaign

"I'm not saying this will change the world, but the world will be better. I'm a big believer in positive energy, and I'm sure this energy will spread." - Riccardo Tisco to WWD, 2015.


Without straying from their usual powerful vibe, Riccardo Tisci promotes love, and positivity through Givenchy's Spring/Summer 2016 Campaign, shot by photographers Mert & Marcus. Continuing the monochromatic scheme from the catwalk into the editorial images, the set of images are intimidating, but provokes the viewer to want to become one of the many models, through their beauty and manner. The images are taken from a low angle, leading the models to stare down into the lens. This portrays the hierarchy that Givenchy is part of, higher than other brands, at the top of their chain, but also puts a little more focus onto the clothing, as it is closer to the viewer. The series of images were a homage to the Spring/Summer Catwalk, not only through the colours and styling, but also through the location. The photoshoot occured in Lower Manhattan, close to the site of the fashion show.

Givenchy Spring/Summer 2016 Campaign.

Givenchy Spring/Summer 2016 Campaign.

 Introducing 8 new models to the Givenchy campaign, Tisci uses a vast range of both established models as well as newcomers. The likes of Joan Smalls and Miranda Kerr are common faces to be seen within the Givenchy brand, as well as male models Filip Hrivnak, Gabriel Vieira and Kevin Sampaio. Often the model's are the main feature of editorial shoots, however, in this collection of images, I think that the models are just mannequins for the clothing, as they are all styled in relatively the same way. Their hair and makeup is all very similar to each other, which gives an illusion that they are all the same. The clothing, however, is all very different, as Tisci has included a mixture of lace and silks which create soft shapes, whilst the tuxedos create sharp lines in which contrasts each other. The lace dresses contrast against the industrial background, however somehow compliments it. Each image is encapsulated by a white frame, with the words: 'I am a child on the river, and love waits downstream: A waterfall to steal my breath, and change my mind'. This is part of a short poem written by Antony Hegarty of the band Antony and the Johnson's.

Short Poem by Anhoni, previously known as Antony Hegarty. 2015.

Mau, D. (2015) Riccardo Tisci Continues to Spread Positive Vibes With Givenchy’s Spring 2016 Ads. Available at: http://fashionista.com/2015/12/givenchy-spring-2016-ad-campaign (Accessed: 2 March 2016).