Through the lens of the House’s Creative Director, Matthew M. Williams, the GIVENCHY’s Fall/Winter 2023 campaign brings to the limelight the magnetic presence of new brand ambassador, Taeyang, the K-Pop virtuoso.
GIVENCHY’s choice of Taeyang as the face of its campaign is, without a doubt, a harmonious alignment of stars. The synergy between Williams and Taeyang is palpable; the K-pop maven is not merely a poster boy but a living embodiment of GIVENCHY‘s reinvigorated aesthetics. As Williams so eloquently expresses, “Taeyang is a friend, and to me his creativity and personal values make him an ideal ambassador for Givenchy. You can feel his presence: he has this easy, modern elegance and an edge — he clearly feels comfortable in the clothes and really personifies the House’s new aesthetic.”
The campaign, photographed amidst the contemporary elegance of Seoul, masterfully captures the core themes of the collection. Striking portraits portray Taeyang as a flagbearer of GIVENCHY’s individualistic spirit, his charisma drawing us into his world as he presents an enticing fusion of classic and modern.
The compositions, elegantly understated in monochrome, spotlight the “nouveau chic” of GIVENCHY. Whether it’s the impeccably tailored black suit meticulously crafted by the GIVENCHY men’s couture atelier, or the earthy green overcoat harmoniously paired with a plush turtleneck sweater and the new G Tears gold-finish necklace, every frame delivers an arresting image.
Not to be overlooked is the denim and camouflage ensemble, demonstrating the intriguing intersection of cultures. Williams employs the Japanese boro “tattered and repaired” technique, reconstructing it into trousers — a masterful blend of urban cool and high fashion. Each piece, be it the downy goose feather gilet crafted on a 4G-grid base or the short, tailored jacket, amplifies the artistry of the GIVENCHY men’s atelier.
The campaign cleverly utilizes accessories to punctuate each look — gold-tone Giv-Cut earrings, G Tears necklaces and rings, and the iconic Pandora bag in elegant grained leather. Let’s not forget the Giv-Cut sunglasses, worn by Taeyang as naturally as he dons his charisma, both onstage and off.
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