Matthew M. Williams' Debut Givenchy Campaign Celebrates Heavy Metal Jewelry
Weighty chain links and “love locks.”
Matthew M. Williams is aiming to make Givenchy a family affair. Enlisting close pals Nick Knight and Playboi Carti for his debut Givenchy advertising campaign, the creative director has infused the subdued, detail-oriented imagery with a light sense of whimsy, uniting disparate strengths into both photos and a video.
Givenchy name is at the forefront of the Fall/Winter 2020 imagery, which celebrates a Williams signature: genderless jewelry and accessories. Inspired by Paris’ “locks of love,” the campaign celebrates metallic padlocks engraved with exotic animal skin patterns, Givenchy’s stylized “4G” logo and other minimal branding. Dangling keys and elongated shackles invite customization and transformation, with heavyweight chainlinks offering support as a necklace, bracelet or other flashy wearable.
Carti contributes playful “Givenchy” mispronunciations to the accompanying video. Beneath his rapid-fire delivery, a high-res printer issues glossies of Williams’ sparkly new designs in homage to what the house describes as its current “work-in-progress” phase, to be fully realized at Williams’ first runway presentation for Givenchy, to be held on October 4.
Ahead of the occasion, Givenchy has prepped genderless iterations of its Antigona Soft bag line.