Givenchy's 2019 campaign, unveiled in stages throughout the year, marked a significant moment in the house's history, showcasing a dramatic shift in aesthetic under the creative direction of Clare Waight Keller. While a full release of the pop star-fronted campaign wasn't until July, the pre-campaign buzz and subsequent imagery established a distinct visual language that resonated with both the brand's heritage and a contemporary, edgy sensibility. This article will delve into the various facets of the 2019 campaign, exploring its themes, imagery, and its place within the broader context of Givenchy's history, including its ready-to-wear collections, perfume campaigns, and runway shows.
Clare Waight Keller's Vision: A Darker Garden of Eden
Clare Waight Keller, who took the helm of Givenchy in 2017, brought a unique perspective to the house, known for its elegant sophistication and iconic designs. Her interpretation of the Givenchy aesthetic for the 2019 campaign was a departure from the traditionally pristine and polished imagery. Instead, she opted for a darker, more evocative exploration of the Garden of Eden theme. This wasn't a simplistic, idyllic representation of paradise; rather, it was a nuanced portrayal that embraced the shadows and complexities inherent in the myth. The campaign's visuals hint at a sense of rebellion, a hint of the forbidden fruit, and a powerful femininity that transcends traditional notions of beauty. This deliberate shift reflected a broader trend in fashion towards a more introspective and less overtly glamorous aesthetic.
The "darker side of the Garden of Eden" manifested in several ways throughout the campaign. The color palette, often featuring deep blacks, rich jewel tones, and muted earth shades, contributed to the overall mood. The styling, while undeniably elegant, possessed a certain ruggedness, a refusal to conform to overly polished perfection. The models, often styled with dramatic makeup and slightly disheveled hair, conveyed a sense of untamed beauty, hinting at a strength and independence that resonated with modern audiences. This contrasted sharply with some of the more classically elegant campaigns of Givenchy's past, demonstrating a willingness to push boundaries and redefine the brand's identity for a new era.
Givenchy Latest Collection (2019): A Reflection of the Campaign's Aesthetic
The Givenchy ready-to-wear collection of 2019 directly mirrored the themes explored in the campaign. The collection featured a blend of romantic and rebellious elements, showcasing flowing gowns alongside tailored suits and edgy leather pieces. The use of lace, often associated with femininity and delicacy, was juxtaposed with tougher fabrics and bolder silhouettes, creating a fascinating tension between softness and strength. This duality reflected the core concept of the campaign – a sophisticated darkness, a beauty that embraced both light and shadow. The collection's color palette echoed the campaign's muted tones and rich jewel shades, further reinforcing the connection between the two. The emphasis on strong silhouettes and powerful tailoring aligned with the campaign's portrayal of a confident, independent woman.
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