Matthew M. Williams Unveils His First Global Advertising Campaign for Givenchy S/S 21

published on 01 February 2021

Revealing his vision for the house, Williams has called upon an all-star cast of like-minded artists to feature in Givenchy's S/S 21 campaign.

Revealing his vision for the house, Williams has called upon an all-star cast of like-minded artists to feature in Givenchy's S/S 21 campaign.

Givenchy has revealed the first images from creative director Matthew M. Williams's debut global advertising campaign for S/S 21, and they do not disappoint. Calling upon various close friends in his tight-knit community of artists and collaborators, Williams has involved a star-studded line up for the campaign, featuring models Kendall Jenner, Bella Hadid, Anok Yai, Liam Powers and American rapper Playboi Carti, inviting them to put their stamp on the house's key pieces - a subtle nod to his belief in the importance of expressing personal style.

In a statement, Williams said, '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. 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.'

Williams also called upon Korean-born German photographer Heji Shin to photograph the campaign. Having lensed two of the creative director's lookbooks for Givenchy before, Shin helped to oversee the visual identity alongside Williams, taking inspiration from the Pop-esque style of magazine spreads from the 90s, choosing different backdrops to accentuate each subject's personality and mood.

The models are seen sporting looks from Williams's S/S 21 collection that launched in October 2020. Supermodel Anok Yai wears a crinkled black leather jacket and trousers, elevated by an acid green background. Playboi Carti styled himself for the shoot in a slightly slipped off the shoulder black leather bomber jacket, revealing his tattoos. Kendall Jenner is seen in two looks that both play on the Givenchy woman - think dark romanticism with a streetwear aesthetic. One image sees her posing in a body-skimming russet ensemble holding a small gold Antigona handbag, and the other features Jenner in a sharply tailored black overcoat and trousers, showing off the label's new Cut Out bag.

Hadid follows suit, sporting an embellished open back Jour number. Fitted with Williams's signature hardware detailing and a homage to the visible g-string, the figure-hugging dress is paired with platform wedges to complete the 90s-inspired look.



Givenchy Couture

20 December 2000
Nick Knight immortalised pieces from Alexander McQueen's penultimate haute couture collection for Givenchy.


01 June 2020
The Matthew M. Williams x Stüssy capsule launched yesterday and is, unsurprisingly, already on second release.

BULLETIN: Givenchy Names Matthew M. Williams As New Creative Director

15 June 2020
The designer and founder of 1017 ALYX 9SM succeeds Clare Waight Keller, and will present his first collection for the French house in October.
Back to top