Givenchy Goes From Street to Shore with Plage Campaign Film

First launched to the world in April, the Givenchy Plage collection sees creative director Matthew M. Williams blend the historic codes of Givenchy with his own sun-drenched Californian sensibilities. Looking this time to the shores of the French Riviera, where Monsieur Hubert de Givenchy spent his summers at his seaside abode in Saint-Jean-Cap-Ferrat, Williams' Givenchy Plage capsule of swim and beachwear is full of joie de vivre, with a new campaign film revealed for the first time today.

Swimwear may seem at odds with the couture sensibilities of Givenchy, and yet Givenchy Plage was directly inspired by the founding couturier's archives from 1952, which skyrocketed the house's popularity with the American market at the time, leading Monsieur de Givenchy to consistently design beachwear for years to come.

'The light is different in the South of France: Monsieur de Givenchy loved Le Clos Fiorentina [his holiday home] for its protected, natural beauty and a relaxed elegance that was a world away from his busy life in Paris. For Givenchy Plage, I wanted to explore that lifestyle through light and color, especially the pearly pink façades that are so typical of that region', Williams explains.

The American designer looked to the archives to source two prints from 1955 which are reimagined in the Plage capsule; trompe l'oeil pearls appear on a kaftan, sarong, dress, handbag, sneakers and transparent t-shirt. Having long been a fan of establishing a design language through his unique take on the logo - hardware - even launching his first campaign for the brand with the Love Lock captured by Nick Knight, for Plage Williams weaves in a pale grey print inspired by ID necklaces with the Givenchy G-Links, Love Locks and chains. Elsewhere in print and pattern, Williams reframes the iconic French marinière to present Givenchy nautical stripes.

The Givenchy Plage campaign film encapsulates the laidback glamour underpinning the collection, a sensibility which Williams has woven into the house since taking to the helm in 2020, as the Givenchy man and woman take to the beaches of the South of France, showing that modern luxury needn't be confined to the cosmopolitan city.

Plage also debuts new versions of the popular Givenchy 4G motif in the Plumetis jewellery line and Voyou basket. Williams' sell-out Marshmallow wedge shoe, beloved by Bella Hadid, Kaia Gerber, Travis Scott and Zendaya, is launched in pastel tones inspired by Monsieur Givenchy's summer home. Comprised of separates perfect for layering from dawn to dusk, the capsule collection is made up of beach essentials such as pyjama-style shorts made of regenerative cotton poplin and linen - a favoured material of the house's founder - and distressed jean shorts.

Campaign Film Credits

Creative Direction: Matthew M. Williams

Stylist: Laetitia Gimenez @ Streeters

Models:

Gifty @ Next

Valeria @ Elite

Adam @ 16men