The pop star’s full campaign will be released in July.
If you’re a luxury fashion house in the year 2019 and you don’t have a crew of mega-famous celebrities on your payroll, do you even exist at all? Without the ultimate influencers — who have legions of fans and social media followers — to help you market your goods, staying relevant is more than just a challenge. It’s damn near impossible.
Luckily for Givenchy, Creative Director Clare Waight Keller has some very high-profile friends and supporters, including one Meghan Markle, the Duchess of Sussex, who chose a Givenchy gown for her royal wedding to Prince Harry. Before Waight Keller came along in 2017, former Creative Director Riccardo Tisci counted some of the biggest stars on the planet as his muses: Kim Kardashian, Beyoncé, Naomi Campbell, Madonna and Ciara, to name just a few.
While Tisci often went the mainstream superstar route in his campaigns for the French house, Waight Keller has gone with a quieter tactic — until now. On Friday, Givenchy announced that Ariana Grande will be the fall face of the label, with a full campaign due for a July release.
“I am so proud to be the new face of Givenchy. It is a House I have forever admired and to now be part of that family is such an honor,” Grande said in a statement. “I love this clothing and the confidence and joy it brings to the people wearing it. Not only is the clothing timeless and beautiful but I’m proud to work with a brand that makes people feel celebrated for who they are, and unapologetic about whatever they want to be.”
Grande’s young fans are likely at least vaguely aware of the brand name Givenchy, but chances are they’re less familiar with Waight Keller’s sophisticated, smart and (extremely) expensive designs — apart from the royal wedding gown. Hiring Grande, whose campaign ensemble is reminiscent of Audrey Hepburn’s “Breakfast at Tiffany’s” dress by Hubert de Givenchy, is just the right way to get the house on her stans’ radars for when they’re ready to make their first luxury purchases. (And, if they’re as inspired by Ari’s lyrics as they are by her persona, spend and spend they will.)
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Source: Fashionista.com
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