Debut Campaign from Clare Waight Keller for Givenchy
In February 2017, Ricardo Tisci left the post of creative director of Givenchy.
Fashionable critics prophesied this post to Virdile Ablo — creative director of Kanye West brand, finalist of LVMH Prize and founder of street clothing brand Off-White. A month later, Clare Waight Keller became head of Givenchy.
Clare Waight Keller worked with Calvin Klein, Ralph Lauren, Gucci and Pringle of Scotland. The designer became the second woman in history as the creative director of a fashion house in the LVMH conglomerate after the appointment of Maria Grazia Chiuri in Dior. The debut collection for Givenchy Clare Waight Keller will show in fall. Meanwhile, the designer published the first advertising campaign.
The debut ad campaign of Clare Waight Keller showed a number of innovations in Givenchy. Unlike Riccardo Tisci, who liked to invite Julia Roberts, Donatella Versace, Amanda Seyfried, Irina Shayk and Bella Hadid to take pictures in the campaings of stars of the first magnitude, Clare Waight Keller invited for shooting novice models Bowen Down, Elias Buremach, Megan Rosh and Saffron Vader. The author of the black and white photoshoot was Steven Meisel.
«For me, Givenchy, this is a world in which men and women are strong, stoic and mysterious. They own power and share it with others», — Clare Waight Keller explained.
While working on an advertising campaign called «Transformation Seduction», Clare Waight Keller was inspired by the archives of the Givenchy Fashion House. While working with the archive, the designer discovered a 1953 print with a cat with orange eyes. So there was an idea to invite not only models, but also cats.
«I like women with cat’s manners. They may seem slightly cold, but they are incredibly attractive. They want to meet them, learn more about them, be like them», — says Clare Waight Keller.
In the pictures, the models are posed in classic trousers and seductive lace tops and body. On the necks of the cats are the collars with the Givenchy logo. They, too, Clare Waight Keller plans to launch on sale.
The show of Clare Waight Keller’s debut collection for Givenchy will take place in the autumn as part of Fashion Week in Paris.