GIVENCHY & GIOVANNI BIANCO’S SPRING 2017 AD CAMPAIGN
BY OBI ANYANWU
When one thinks of a desert, they often describe the immense heat, the dangerous conditions, and venomous wildlife. They picture the bright sweltering sun in clear skies, the cracked ground, and an isolating vast expanse that is seemingly endless. Deserts can be very liberating as well. In the Bible, Jesus walked through the desert for 40 days and resisted temptation through his entire journey. He freed himself of his desire. Riccardo Tisci has never shied away from using religious imagery nor from drawing inspiration from religious themes, so perhaps this is why he chose a Southern California desert as one of the locations for the Givenchy Spring 2017 campaign.
Tisci partnered with GB65 Creative Director Giovanni Bianco for the campaign that shows models walking, running, frolicking and exploring the desert. Every scene in the desert is followed by intimate moments in a dark studio space hinting at isolation in both closed and open spaces. Tisci said that the campaign conveys “freedom and serenity”, which one could argue only comes from within, much like the confidence associated with the Givenchy woman.
The Spring 2017 campaign is less literal than the previous spring campaign that was about love. Tisci sent a message with the Spring 2016 campaign and opted to redefine the Givenchy universe this season even with a new look. Past Givenchy campaigns featured numerous models shot together, while this season cut back on casting allowing for the clothing to gain more attention.
Tisci also said that the campaign is meant to be clear that the fashion house dresses different types of men and women regardless of their style. Fashion should feel freeing and liberating and like breaking boundaries. The possibilities are endless much like how the desert appears from the highest hill.
Agency | GB65
Creative Director | Giovanni Bianco
Photographers | Mert Alas & Marcus Piggott
Models | Irina Shayk, Mariacarla Boscono, Lea T, Vittoria Ceretti, Fareeta, Jegor Venned, & Victor Perr
Stylist | Carine Roitfeld
Hair | Jimmy Paul
Makeup | Kate Lee
Music | Michael Mayer & Miss Kittin “Voyage Intérieur”
Writers | Caroline Hervé, Michael Mayer