Givenchy Fall 2024 Ad Campaign

Review of Givenchy Fall 2024 Ad Campaign by Photographer Liv Liberg with models Amina Ahmed, Houjing Cui, Margaux Lion

Still in a period of transition as we await news of its next creative director, Givenchy plays it safe for Fall 2024 with an archive-focused collection and a simple campaign by photographer Liv Liberg.

As the house is still currently without a creative director, the design team made the sensible choice of looking to the archive for this collection, drawing on iconic pieces like Hubert de Givenchy’s opera coats while infusing them with a contemporary Parisian chic and playful finishes like fringe and faux fur. The styling also does good work to emphasize the bags, shoes, eyewear, and jewelry that the brand needs to steadily drive sales on while it is less in the spotlight during its period of creative transition.

Liberg’s photographs take a very simple and direct approach to lensing this collection. While it’s smart to keep things straightforward and focused on the product as the brand does not currently have a clear art direction, we wonder whether this campaign might be overdoing the simplicity a little too much. It’s wise to not risk going too far in any one creative direction, but that doesn’t mean no creativity at all is necessarily the right solution. This could have been a good opportunity for the brand to team with an art director and tell the story of the archive in a more visually original or narrative-focused way.