Last year February Givenchy had released their global advertising campaign for SS22, produced by Creative Director Matthew Williams and shot by Korean-born German photographer @hejishin.
Through the colour and black and white imagery created, the duo have attempted to capture the energetic spirit of the ready-to-wear collection. This, combined with the house’s colourful collaboration with the American artist Josh Smith, makes for a vibrant and dynamic campaign.
The photos of Alkaline rocking the high end fashion brand were surfaced today January 9, 2023, but last summer a number of his dancehall songs were featured as the soundtrack for Givenchy’s Spring/Summer 2023 Collection at Paris Fashion Week.
The haute Paris runway featured a street wear collection from the American designer Matthew M. Williams, known for his collaborations with Lady Gaga and Kanye West.
Williams shared that his inspiration this season was the style of Jamaican dancehall artist, who worked on the show’s soundtrack.
In the fashion show as the models walked on water, Alkaline’s hit singles After All, My Side of the Story, Company, Ocean Wave, and One More Time served as background music.
Kendall Jenner is also featured in the SS22 collection, wearing standout pieces and carrying the brand’s handbag, known as the “Kenny.”
This bag is intended to be a versatile, “day-to-evening” accessory that embodies luxury and casualness through its supple feel and intricate design, which includes the signature G-Cube element.
The collection includes sharp suits, knit mini-dresses, a fringed party top, and tailored pieces with power shoulders for men, as well as distressed denim and comfortable hoodies. The campaign also includes artwork by Josh Smith and a range of bright colors and patterns.
A video component of the campaign was filmed in both Paris and Los Angeles, featuring models wearing the collection and interacting with their surroundings in a garden setting.
