By Kenneth Richard | The Impressionist
Voyeurism and fashion have been at crossroads since the invention of fashion publishing and Givenchy’s spring 2015 ad campaign video once again tips its hat to the relationship.
The video reminds The Impression of Japanese photographer Kohei Yoshiyuki’s 1970 uncomfortable and voyeuristic series The Park which was on display at the Venice Biennale several summers ago. Kohei, armed 35mm camera, flash and infrared film, documented people who gathered in Tokyo’s parks at night for romantic rendezvous while spectators lurked in the bushes to watch.
Creative directors Mathias Augustyniak & Michael Amzalag, who founded agency M/M Paris, art directed Givenchy’s Spring 2015 video shot by Mert Alas & Marcus Piggott. Set in the woods, there is a dark and pensiveness tone to the piece that transitions between pairings of all kinds engaging in sexual acts while flash lights and at least one onlooker watch. In many respects the audience too is treated as a voyeur, and like Yoshiyuki’s series, left slightly disturbed by the experience.
Agency | M/M Paris
Creative Directors | Mathias Augustyniak & Michael Amzalag
Directors | Mert Alas & Marcus Piggott
Models | Alessio Pozzi, Imaan Hammam, Mica Arganaraz & Stella Lucia
Stylist | Katy England
Hair | Didier Malige
Makeup | Lucia Pieroni