- Kristopher Fraser |
Givenchy has teased a new campaign video featuring a silhouette of a woman with a high ponytail, and there's one celebrity known for that trademark above everyone else, Ariana Grande. Givenchy hasn't officially confirmed Grande's appointment yet, but the teaser videos featuring what is very obviously her silhouette are all over their Instagram. Givenchy's creative director Clare Waight Keller also posted the videos.
In 2017 when Keller was brought in as creative director womenswear became an increased focus for the brand. Keller's couture collections would receive rave reviews and a bring a new sense of luxury to the LVMH-owned fashion house. Keller succeed Ricardo Tisci, who steered the brand into a more luxury streetwear direction, bolstering sales, and turning the company into one of the most in-demand fashion brands globally.
While Keller's approach to the menswear line was more minimalist compared to Tisci's, her womenswear has taken a more high-fashion, feminine approach. Keller's status as one of the most respected womenswear designers in the business was cemented when Duchess Meghan Markle chose Keller to designer her wedding gown for her marriage to Prince Harry.
Hiring a global superstar like Ariana Grande, who is a pop star very watched for not only her music, but also her fashion choices, will help further propel's Givenchy's position in the luxury womenswear market. Grande will also be beneficial for the brand courting younger consumers too.