Givenchy Fall 2025 Ad Campaign

Review of Givenchy Fall 2025 Ad Campaign by Photographer and Director Helina Reijn with model Kaia Gerber

Sarah Burton’s debut campaign for Givenchy offers a study in restraint—one that honors the maison’s heritage while subtly reorienting the brand around feminine authorship. For the Fall 2025 women’s campaign, Burton casts director Halina Reijn alongside model Kaia Gerber, with Reijn not only performing but also shooting the campaign and its accompanying video herself. The result is a pared-back visual dialogue that privileges collaboration, authorship, and intimacy over spectacle—an intentionally quiet but confident first statement from Burton at the house.

The campaign unfolds with quiet intentionality: Gerber and Reijn appear in stripped-down studio shots, their interaction framed not through hierarchy but through mutual authorship. “Rather than discard the traditional actress-director dynamic, Burton rewires it through the female gaze—replacing hierarchy with creative reciprocity and subverting the patriarchal lens that has long defined the frame,” notes Lea, during an editorial round-table discussion at The Impression.

This focus on collaborative authorship draws an elegant line between Givenchy’s past and present. Echoing Hubert de Givenchy’s relationship with Audrey Hepburn—not as muse, but creative partner—the dynamic here reads as a contemporary metaphor for mutual shaping. “The pared-back set illuminates a vacant visual canvas, allowing gestural shifts in posture to speak volumes,” adds Sonya. “In motion, the collaboration feels instinctual, revealing the intimacy of process over performance.”

Stylistically, the campaign marks a clear departure from Burton’s work at Alexander McQueen, where shadow, tension, and architectural styling reigned. Here, she opts for a visual language that feels more aligned with Givenchy’s minimalist codes—though one might argue it stops short of establishing a signature aesthetic. “Perhaps this is her clean slate—a palate cleanser of preconceived expectations,” observes Logan. “Her adaptability is laudable, but it raises the question: will this openness come at the expense of a firmer creative authority?”

One tension worth noting is the campaign’s highly selective product storytelling. While the visual language is cohesive, it omits many of the collection’s boldest pieces—favoring simplified, retail-friendly looks over the runway’s most directional statements. This choice underscores the push toward commercial viability but leaves an ambiguous impression of what Fall 2025 is truly meant to represent.

Ultimately, Burton’s first chapter at Givenchy frames potential rather than resolution. By centering women not as objects but as collaborators, she offers a vision of modern luxury built on trust, reciprocity, and understated power. Whether future campaigns will deepen this conversation—or sharpen its aesthetic edge—remains to be seen.