Matthew M. William releases his very first menswear campaign for Givenchy with creative direction and photographs taken all by himself.
There is always something special about the word “first” and according to Givenchy’s creative director Matthew M. Williams, his first dedicated campaign for the menswear collection is no exception. To star in his debut campaign, Williams has appointed Jamaican musician Alkaline whom he thinks has a deep connection with the Givenchy clothes.
“There’s a special connection between Givenchy and the actors, musicians, and athletes who wear its clothes and I actually felt that kind of connection with Alkaline,” says Williams. Alkaline, who inspires Williams both as an artist and a human being is the reason why he photographs the campaign in such simple setup. “I wanted to keep the focus on who he is and the very natural, authentic way he wears clothing — which is exactly my intention as a designer,” he adds.
Seen on the campaign is Alkaline wearing the hero pieces of Spring 2023 collection styled by Dieter Grams. Two of our favorites are the shots where the artist wearing the camouflage-inspired jacket and ripped hand finishing; and a sharply tailored black overcoat paired with relaxed trousers. Truly embodying the Givenchy’s tailoring heritage and urban aesthetic Williams has established for the house since 2020.
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