For Matthew M. Williams' debut campaign for Givenchy SS21, the creative director asked his talent to take matters into their own hands. Tasked with the challenge of styling the looks themselves, Williams enlisted the help of models and musicians – the likes of Bella Hadid, Kendall Jenner, rapper Playboi Carti and Anok Yai – to bring his collection to life.
Lensed by Korean-born German photographer Heji Shin, the campaign is an immersive showreel of key pieces from Givenchy SS21; inspired by the grainy portraits of the 1990s. Jenner leads the pack, styled in a head-to-toe burnt orange ensemble; suitably styled with a thick gold chain at her neck and complementary earrings. The standout piece of course, lies in the shimmering gold Antigona bag – which has been reimagined with a longer handle symbolic of the Williams' era.
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Hadid follows suit, sporting one of the most memorable and lusted-over pieces from the collection, the embellished, open back ‘Jour’ number. Fitted with Williams' signature hardware detailing and an homage to the visible g-string, the figure-hugging dress receives the final touches – paired with some 90s-inspired platform wedge shoes.
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“To me, fashion expresses a point of view where formality and informality, construction and comfort co-exist. My ethos is about the luxury of infusing clothes with your own personality, not being worn by them,” Williams said of the campaign in a release.
“In each of these portraits, a strong character wears a look that reflects who they are: they’re the ones who bring the clothes to life.”
Accessories prove to be a key focus throughout the campaign, with a heavy focus on statement jewellery, eye-catching eyewear, the controversial three-toe sandal and the new Antigona cross-body bag. Williams has been at the forefront of accessory trends this SS21, championing the 'water bottle' trend with a Givenchy-branded reflective drink bottle that is sitting firmly on our wishlist.
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