Givenchy S/S 2013 Campaign

Having taken a few weeks out over Christmas and New Year to spend quality time with family and make plans for 2013, blogging is once again a key part of my agenda!

Just a few days into the new year, a glimpse of Givenchy's stunning S/S 2013 campaign has got me excited about the fashion we can expect for 2013. Exuding a feeling of nonchalant cool and minimal elegance, it’s a collection that I am instantly drawn to. But the nature of the campaign itself adds much to the appeal; the exquisite series of black and white images captured by pioneering photography duo Mert Alas and Marcus Pigott and styled by Carine Roitfeld features a selection of Ricardo Tisci's friends, including Kate Moss who is making her Givenchy debut. Others featured in the campaign are artists Marina Abramovic and Jared Buckhieste, bullfighter Jose Maria Manzanares, and models Francisco Peralta and Mariacarla Boscono with her four-month-old baby. 

As part of a university project, I have spent the last few months analysing the portrayal of diversity in contemporary fashion media (or lack of it). It is uplifting to observe such a sophisticated campaign casting real, inspirational people and endorsing traditional values whilst still communicating an aspirational message. The campaign depicts an intimate story which celebrates the strength and natural inner beauty of women regardless of age or anything else. Givenchy explained that the pictures are about 'accepting women the way they are', with no hair or make-up to distract attention from the casting or the clothes. The campaign exhales 'family trust, friendship, faithfulness and love' and Tisci said of the campaign, 'It’s about family- something that is difficult to find in today’s world. It’s about real people, only taking the best of their personalities, with no effort.'

What I find particularly striking about Givenchy's new campaign is the behind-the-scenes film which centres on religious iconography revealing a dramatic roman catholic influence. Some images, such as Mariacarla Boscono clutching her 4 month old child, are symbolic of the Madonna, whilst others appear indicative of priesthood, such as the image of Abramovic dressed all in black but for a flash of a white around a cleric-style collar. Emotive and intense, I urge you to watch this incredibly thought-provoking and empowering short film:

The darkness, the romance, the mystery...I can't help but be mesmerised by Givenchy. Religious connotations aside, the menswear and womenswear pieces featured in the campaign  embody the essence of effortless glamour, and from luxe T-shirts and crisp white shirts to tailored black jackets and elegant flounce trimmed dresses, I am keen to see this collection up close. The killer studded heels at the very end of the film certainly caught my eye! 

All images from Givenchy S/S 2013 campaign. 

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