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  • CLAUDINE BAUGH

Givenchy Creative Director Shares New Alkaline Photos From SS22, SS23 Campaigns


Alkaline, Williams


Givenchy’s creative director Matthew Williams has shared new photos from the French fashion house’s SS22 and SS23 campaigns, featuring Jamaican Dancehall artist, Alkaline.

In Instagram posts on Monday, Williams tagged the Suave deejay in black and white images taken for the collection.

Alkaline—who had named-dropped the brand in his Top Prize track More Life (2021)—wore two full-black ensembles, featuring a formal trench coat, oversized pants, Giv Cut Sunglasses, and bold rubber boots.

Givenchy had released their campaign for the Spring/Summer 2022 collection last year with Williams’ first haute couture pieces for the ready-to-wear collection.

Alkaline had a number of his songs featured as the soundtrack for Givenchy’s runway show at Paris Fashion Week. Models walked the runway on water to background music of Alkaline’s hit singles After All,My Side Of The Story, Company, Ocean Wave, and One More Time.





The designs reflect Williams’ take on ‘couture streetwear’, which he revealed was inspired by paintings of American artist Josh Smith to portray adaptions liken to the Grim Reaper.

“The pieces are really, really worked and complex,” he told Vogue.




The campaign, which also included Smith’s artwork and a range of bright colors and patterns, featured designs including sharp suits, and tailored pieces with power shoulders for men, as well as distressed denim and comfortable hoodies.

Kendall Jenner returned as the face of Givenchy’s global advertising campaign for spring/summer 2022. Jenner rocked standout pieces and carried the brand’s latest fashion highlight handbag, known as the “Kenny.”

Together with Matthew Williams, the campaign was lensed by Korean-born German photographer Heji Shin – which marks her second time collaborating with the fashion house.

In a statement last year, Alkaline and his team had expressed their appreciation to the Givenchy team and Williams for the inclusion in the showcase. They added that they were looking forward to a continuous relationship and partnership.

Alkaline’s manager Kereena Beckford noted at the time that “dancehalls influence on cultures, genres and fashion across the world is renowned and this new milestone demonstrates not just the economic value of the genre/culture but also Alkaline’s growth as he champions, ushers in a new era for Jamaican Music.”



https://www.dancehallmag.com/2023/01/09/style/givenchy-creative-director-shares-new-alkaline-photos-from-ss22-campaign.html

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