In a combination of luxury fashion and classic designs, French fashion house Givenchy has partnered with Japanese shoe company Onitsuka Tiger to release their fall 2019 ad campaign. The drop comes in the form of a short film, accompanied by several images, directed and photographed by Sam Rock.
With the help of Givenchy Creative Director Clare Waight Keller, Rock has created stunning visuals to announce the release of this important partnership. The film takes the form of a simplistic, yet visually impactful, video, featuring almost exclusively black and white hues. A pop of red can be seen in a small handful of the shots, perhaps as a way to introduce a sense of modernity and individuality to the monochromatic collection.
The photographs accompanying the film are fascinating stills of models Sohyun Jung and Xu Meen, with them posed in striking positions, thus showing off the best angles of the new designs. The result of the collaboration, the shoes, seem to be the main focus of these images, with the camera angle slanted up from the ground so as to showcase the designs head on. With this, no picture features any shoe paired with any outfit that does not match it in colour, again promoting the eye to travel to the most significant aspect of the shot.
According to the Givenchy, the collaboration marks the first time the house has partnered with an outside sneaker brand on such a large scale, as well as a first for Onitsuka Tiger, who has never worked with a luxury institution.
Clearly, this new campaign is an ingenious way for two fashion-focused cultures to mesh, revealing not only a novel venture for the two contrasting brands but a stunning product that will undoubtedly do well, no matter the audience. As fans of the ever-growing trend of fashionable sneakers, there are no complaints here!
Givenchy Creative Director | Clare Waight Keller Photographer/Director | Sam Rock Models | Sohyun Jung, Xu Meen Hair | Benjamin Muller Makeup | Marie Duhart