Givenchy 'Plage' Pre-Fall 2023 Ad Campaign Review

Review of Givenchy ‘Plage’ Pre-Fall 2023 Ad Campaign by Creative Director Matthew M. Williams with models Gifty, Valeria, Adam

Givenchy presents Givenchy Plage, a transversal “city to sand” swim- and beachwear capsule of ready-to-wear and accessories for Fall 2023.

Inspired by the refined lifestyle and gentle colors at Le Clos Fiorentina, Hubert de Givenchy’s seaside estate in Saint Jean Cap Ferrat, this collection revisits House signatures and presents seasonal variations on essential accessories, from a “straw basket” version of Givenchy’s new Voyou bag to Marshmallow wedges and classic G-Tote shoppers.

“The light is different in the South of France: Monsieur de Givenchy loved Le Clos Fiorentina for its protected, natural beauty and a relaxed elegance that was a world away from his busy life in Paris. For Givenchy Plage, I wanted to explore that lifestyle through light and color, especially the pearly pink façades that are so typical of that region,” said Givenchy Creative Director Matthew M. Williams.

Blending the laid-back glamour of the French Riviera and the Creative Director’s own Californian roots, the Givenchy Plage capsule celebrates a relaxed and joyful art de vivre.

While exploring the Givenchy archives, Matthew M. Williams came across images of the founding couturier’s earliest swimwear, unveiled at a show in New York in 1952 — the same year the House presented its first Haute Couture collection — and staged in collaboration with an American swimwear brand. The American clientele’s response was so enthusiastic, Hubert de Givenchy became the young French couturier to know. In the decades that followed, he would consistently present beachwear.

In 2023, Givenchy Plage reconnects with that heritage in a collection featuring House signatures past and present. Daring cut-outs, beach club staples, sailor stripes, pearls and pink, chain motifs and delicately woven macramé come together in silhouettes that convey sensuality with a twist of sportiness and ease.

Black and white — shades prized by Givenchy for their timeless, seasonless and universally flattering allure — set the tone for a collection designed in the spirit of separates, with pieces that lend themselves to easy layering. Linen, one of the couturier’s favorite materials, is knitted into bikinis and coverups in black or sandy beige, accompanied by a bob hat or this season’s Givenchy tote in raffia.

Two prints dating from 1955 are revisited for today’s Givenchy customer. Trompe l’oeil pearls return on a caftan, a sarong or a dress in punchy pink and on a transparent t-shirt; a theme reprised in pink and pearls on a handbag or canvas beach sneakers. A pale gray print inspired by ID necklaces segues into the hardware vocabulary, such as G-Links, Love Locks and chains developed by Matthew M. Williams for Givenchy. Sporty mesh carryalls, sneakers and a bob hat in cool grey tones complete the theme.

Today, as in Hubert de Givenchy’s time, the glamour of the French Riviera is nowhere more apparent than in its see-and-be-seen beach club culture. Crisp white pajama-style separates, resort-style t-shirts and ocean blue t-shirts and shorts made of regenerative cotton poplin and linen salute this time-honored ritual.

Pairing Riviera classics with a Californian vibe, Matthew M. Williams revisits the iconic marinière in Givenchy nautical stripes, worn with sun- faded or artfully distressed jean shorts and denim mules, 4G sneakers, or G-Totes with white GIVENCHY lettering. Another all-time French classic is revisited as a Voyou basket with leather belt details and bi-material hardware. New, glossy rubber variations on the Marshmallow wedge appear in matte or glossy black, or seasonal hues of lilac, light pink or pale yellow.

Rounding out the Givenchy Plage capsule are playful, elegant new variations on the 4G Plumetis line of jewelry, including a bracelet, earrings and a ring in pink bio-resin embellished with violet Swarovski crystals set in 4G prongs.

In a first for the House, to meet increased expectations of transparency a selection of swimwear for women and men also incorporates an approach to traceability. Tags with a QR code detail care information as well as supply chain traceability and recycled materials in products and packaging.