January 15, 2019 |
Tradition takes a back seat in Givenchy’s latest campaign. Photographed by Steven Meisel, the ads for the brand’s SS19 collection are breaking the boundaries of visual languages we usually connect with French heritage houses. So much so, there’s even a guy in a dress!
It all however started with Clare Waight Keller’s inspiration for the catwalk show – Annemarie Schwarzenbach, a Swiss writer and photographer who lived at the beginning of the century in a gender non-conforming way. At the time completely groundbreaking, Schwarzenbach’s incredible work as well as her striking looks both came through on the catwalk. The fine line between men’s and womenswear now continues with the campaign titled I Am Your Mirror. In addition to the imagery, Meisel also directed a video campaign capturing this dynamic between the Givenchy man and woman. The accessories definitely stand out – the key bag, the Jaw trainer as well as some pretty major jewellery pieces… The harmony of contrast is Givenchy’s greatest power. And it’s one we always love to revel in.
Photographs by Steven Meisel.
