Four months ago, streetwear label 1017 ALYX 9SM founder Matthew Williams joined Givenchy as creative director, succeeding British designer Clare Waight Keller. While the world has to wait a few more days to see the complete next chapter of French fashion house at the designer's debut show during Paris Fashion Week Spring/Summer 2021, we just got our first glimpse.
Since posting a series of portaits to announce Williams, Givenchy has kept a relatively low profile on social media for months. Today the silence was finally broken with a new campaign created in collaboration with photographer Nick Knight and rapper Playboi Carti.
From an angle above a printer, a video clip shows us literal prints of new Givenchy hardware—chains and padlocks—which no doubt will show up in Williams' upcoming collection. In sync with the machine’s whirring, rapper Carti can be heard riffing to different pronunciations of the brand’s name.
While Waight Keller’s tenure brought elegant minimalism to Givenchy, Knight’s photography of Williams' new work hints at the birth of a younger, more modern aesthetic. Come October, the brand’s Spring/Summer 2021 collection will confirm or deny.