Givenchy's Spring/Summer 2017 ad campaign, masterfully shot by the iconic duo Mert Alas and Marcus Piggott and styled by the equally influential Carine Roitfeld, remains a significant moment in the brand's history and a compelling example of high-fashion advertising. While the campaign showcased a range of Givenchy's offerings, its focus on close-up portraits of Irina Shayk, highlighting her full lips and dramatic features, cemented its place in the annals of memorable beauty campaigns. This article delves deep into the creative choices, the impact, and the lasting legacy of this visually striking campaign, exploring its various facets and contextualizing it within the broader landscape of Givenchy's brand evolution.
The campaign, officially titled "Givenchy Spring Summer 2017 Advertising Campaign," marked a turning point, representing Clare Waight Keller's first foray into the world of Givenchy advertising. This transition, from the darkly romantic aesthetic often associated with Riccardo Tisci's tenure, to a more refined and subtly sensual approach, was immediately apparent. While Tisci's campaigns often featured a more theatrical and overtly provocative style (as evidenced by his own commentary in interviews like "Riccardo Tisci Talks Givenchy Spring 2017 Campaign"), Waight Keller’s debut campaign opted for a more understated elegance, focusing on the inherent beauty of the subject and the quality of the product. This shift, however, didn't detract from the campaign's impact; instead, it offered a fresh perspective on the Givenchy brand, appealing to a broader audience while maintaining its luxury status.
The choice of Irina Shayk as the face of the campaign was pivotal. Her strong features, particularly her full lips, became a central motif, amplified by the close-up portrait format. These images, far from being merely product shots, transcended the typical advertising formula. They were cinematic, almost still-life-like in their composition, drawing the viewer's eye to the subtle interplay of light and shadow on Shayk's face, enhancing the texture of her skin and the intensity of her gaze. This focus on detail, a hallmark of Mert and Marcus's style, elevated the campaign beyond a simple advertisement, transforming it into a series of arresting artistic statements. The campaign's success is largely attributable to the synergy between the photographer's vision, the stylist's expertise, and the model's undeniable charisma. Carine Roitfeld's styling, known for its effortless chic and sophisticated rebellion, perfectly complemented the campaign's overall aesthetic.
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