Givenchy's Previous Makeup Adverts

As I thought it would be important for me to understand the style and concept of Givenchy's adverts and editorial shoots, I looked at their previous work. I think it is important for me to look at these, if I am going to create my own. I picked out a couple of past advert shoots, as well as a couple of editorials. 

Within the advertisement shoots, there are many images where it is just the model standing against a plain white background, with the whole image in black and white. This is to focus the viewer on the model herself, as they are modelling the clothes. Below is the Autumn/Winter 2015 Campaign, featuring Donnatella Versace, who is head of competing brand, Versace. It is unusual for a head of a competing brand to front for an opposing designer's collection, which is why I have chosen to look at this image. The stark black and white image grabs the attention of the viewer, and people who know about designers would have been shocked to see this. “I believe in breaking rules. Riccardo Tisci is extremely talented and above all my dear friend. We are family. I want to get rid of the old system, work together, support each other and make fashion a true global community.”- Donnatella Versace. Below this image is the advertisement for Dahlia Noir, Givenchy's fragrance from 2011, starring model Mariacarla Boscono. It is interesting to see that through the space of 4 years, the brand still continue to use this minimalist style of photography, both shot by Mert and Marcus. I think that for my advertisement shoot and my editorial shoot, I will look at using this style of photography within my work. I think it would be interesting to see the photographs in colour, however, I would like to use black and white as this is iconic to Givenchy; it is instantly recognisable. Below the Dahlia Noir advert is the Live Irresistible advert starring Amanda Seyfried, in 2015. This is completely different to the other two images, as there contains a lot of colour, in an interesting location. This contrasts that of the previous photoshoots, however, I think that it would be interesting to combine both of these styles. Maybe using a colourful makeup look against a white background could be effective. 

Donnatella Versace for Givenchy, 2015

Mariacarla Boscono for Givenchy's Dahlia Noir, 2011

Amanda Seyfried for Givenchy's Live Irresistible, 2015

 Here are a couple of editorial shoots that I have found from Givenchy. Both are very similar in style, for example, the layout of the models is very similar to each other. Givenchy have used groups of models standing still, looking down at the camera many times, that it has become iconic to the brand. It becomes instantly recognisable of the brand. The images are haunting, as each model looks hauntingly at the camera, or just slightly away from the camera. I particularly like how the first image, from the Fall/Winter 2012 collection is light in colour, whilst the images below, from the Spring/Summer 2012 and the Fall/Winter 2015 are typically dark, however they still are just as haunting as each other. The top image seems to me like the group of models are possessed, or ghosts caught in the camera. They hold power over the audience, which pulls the focus into them and the clothing. I found it interesting that the S/S 2012 spread was so dark in colour, as you would usually think of Spring and Summer as light, colourful adverts. This shows that Givenchy are able to push the boundaries and make it work. I think that by looking at these editorial spreads, I have a wide range of choices to make. I can either choose a location shot, or in the studio, and have a choice of the amount of models. I think that I would like to try and get three models at a minimum for one of the shoots, as I think this will be highly effective.

Givenchy Fall/Winter 2012.

Spring/Summer 2012.

Spring/Summer 2012.

 

 

Fall/Winter 2015.

Akbareian, E. (2015) Givenchy campaign ad revealed starring rival designer Donatella Versace. Available at: http://www.independent.co.uk/life-style/fashion/news/givenchy-campaign-ad-revealed-starring-rival-designer-donatella-versace-10344598.html (Accessed: 31 March 2016).