Givenchy launches its new ad campaign for the upcoming Spring 2010 season. WWD offers a detailed account of the new season, designed under the direction of the brand’s creative director Riccardo Tisci.
Givenchy’s campaign for spring features designer Riccardo Tisci’s fetish model Mariacarla Boscono and Natalia Vodianova, and it’s chockablock with Tisci’s graphic fashion design. The women’s and men’s wear campaign was shot by Mert Alas and Marcus Piggott. It’s the second season that the duo has lensed the ads for the LVMH Moët Hennessy Louis Vuitton-owned brand (following nine seasons of it collaborating with Inez van Lamsweerde and Vinoodh Matadin).
Givenchy has been garnering growing attention as of late. Its Paris shows are pulling in the hard-core fashionistas, while the label was also recently named the “second-hottest” international designer brand in a survey by Japanese newspaper Senken-Shimbun. Parent company LVMH named Givenchy’s own-store network expansion in China and “the confirmed success” of its creative relaunch among the company’s highlights of first-half 2009 during its financial analyst meeting in July.
— Jennifer Weil