Givenchy is a fashion brand headed in a new direction, under the careful watch of Matthew M. Williams, who became creative director of the house in June, following Clare Waight Keller’s departure. While we saw plenty of memorable moments take place during Keller’s reign — Meghan Markle’s wedding dress, for one — Matthew Williams is now shifting the focus to appeal to a younger crowd, starting with his vision for spring/summer 2021, which first debuted traditionally at Paris Fashion Week.
But then, we suddenly began seeing celebrity outfit selfies popping up on our feeds in mid-October, beginning with Kendall Jenner’s slew of portraits. She was posted up at home, dripping in the crystals that make up Givenchy’s look 54 from the new collection. When Bella Hadid followed up two days later in look one, consisting of a mesh top with satin overlay, quilted tote, and Givenchy’s eye-catching horn-heels, she confirmed that this was, in fact, a trend. “Shot this at midnight after work , sorry I’m Late @matthewmwilliams New @givenchyofficial collection goes absolutely crazy. I am so proud of you , this is just the beginning !” she wrote underneath her look, which was put together virtually by Lotta Volkova, who is a highly in-demand stylist and muse for Vetements and also a participant in the new Givenchy collective.
The broadening Givenchy family expands even further. Model and Euphoria actress Barbie Ferreira, Kylie Jenner and musician Travis Scott, Kim Kardashian, Kaia Gerber, Fai Khadra, King Von, Lil Durk, Irene Kim, and more showcase the street style DNA that is woven into Williams’s work (he’s the designer behind ALYX Studio and is formerly art director for Kanye West, in case you weren’t aware). But Williams also tapped supermodel veterans Naomi Campbell and Kate Moss, along with longtime Givenchy muses and actors Liv Tyler, Julianne Moore, and Laura Dern to join the social media frenzy.
What’s more, Williams shows no limitations when it comes to outsourcing from other industry creatives, enlisting friend Kim Jones, artistic director of Christian Dior Men, and designer of Williams’s own wedding suit to participate as well. The wide representation of athletes (oh, hey Maria Sharapova!), rappers, singers, models, stylists, and influencers is uplifting to see right now, and hopefully suggests a more inclusive future that adapts easily to the current nature of the world around us. Social media campaigns are surely on the rise with continued social distancing this year, and we expect the casual, selfie-style Instagram method of advertising to hold steady.
“The Maison’s unique position and timeless aura make it an undeniable icon and I am looking forward to working together with its ateliers and teams, to move it into a new era, based on modernity and inclusivity . . . In these unprecedented times for the world, I want to send a message of hope, together with my community and colleagues, and intend to contribute towards positive change,” Williams said in a statement upon his appointment at Givenchy. Scroll down to see everyone who has participated so far, and keep your eyes peeled for the next sultry celebrity snap.
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