Givenchy's Spring 2017 ad campaign stands as a fascinating example of high fashion's ability to both celebrate tradition and embrace a bold, modern vision. The campaign, a departure from previous efforts, successfully juxtaposed the timeless elegance of classic studio portraits with the raw, untamed beauty of the desert landscape, creating a compelling narrative that resonated with audiences and critics alike. This article will delve into the details of this impactful campaign, exploring its creative direction, the models chosen, the overall aesthetic, and its place within the broader context of Givenchy's history and its ongoing evolution.
The campaign, orchestrated to promote Givenchy's latest collection (a key element of the brand's overall marketing strategy), cleverly utilized a dual approach. One strand featured veteran models, icons of the fashion world, in classic studio portraits. These images, shot in a style reminiscent of vintage Hollywood glamour photography, emphasized the enduring quality of Givenchy's designs and their ability to transcend fleeting trends. The other strand, equally important, involved a dramatic shift in setting and aesthetic. These images showcase models in a stark desert environment, emphasizing a sense of freedom, wildness, and a connection with nature – a stark contrast to the controlled elegance of the studio shots. This juxtaposition was not merely a stylistic choice; it reflected a deliberate attempt to communicate the multifaceted nature of the Givenchy woman: sophisticated yet adventurous, classic yet contemporary.
While the specific details of the desert scenes remain somewhat elusive without access to the original campaign materials (which are not fully detailed in the prompt), the overall effect, as described, strongly suggests a carefully considered artistic vision. The desert setting, with its expansive vistas and harsh beauty, provided a powerful backdrop for the clothing, allowing the garments to stand out while simultaneously contributing to the overall narrative. The use of natural light and earthy tones likely further enhanced the contrast between the two sets of images, creating a visual dialogue between the controlled elegance of the studio and the untamed beauty of the desert.
This campaign's success can also be attributed to the careful selection of models. Givenchy, known for its collaborations with top models throughout its history, likely chose veterans who embodied the brand's image of sophisticated elegance. Their presence lent an air of authority and credibility to the campaign, reinforcing the message that Givenchy's designs are intended for women who appreciate both timeless style and individual expression. The inclusion of veteran models, rather than exclusively featuring newer faces, spoke to the enduring nature of Givenchy's brand identity and its commitment to quality and craftsmanship. This strategic decision, combined with the striking visuals, created a campaign that was both memorable and impactful.
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