During the Milan Fashion Week, we witnessed the first Prada collection in co-directed by Raf Simons, but now all the hype is revolved around the debut of Matthew. M. Williams as the new creative director of Givenchy. While we wait for the awaited fashion show scheduled on October 4th at 20:00, during the Paris Fashion Week, the first campaign by the founder of 1017 ALYX 9SM for Givenchy sees the collaboration of Nick Knight and Playboi Carti. The video was published on the brand’s social platforms, shot by the legendary photographer, and features a printer where multiple images are coming out of where we can see chains and locks. On the background, we can hear the rapper pronouncing the name of the brand’s, both in the correct and the wrong way.
“I love this video so much. I’m having so much fun at Givenchy, working with the best people, making the pieces, creating this whole new universe. It felt like our first film should be a representation of that. A work in progress, something around the behind-the-scenes process, where all the details matter, but [are] made among friends and with a lot of fun,” said Matthew M. Williams. Now we only have to wait for the fashion show to find out what Williams prepared.
