Givenchy Haute Couture Automne Hiver 2009 2010 Invitation

Project by Gaurav Dey:

"Designed by M/M (Paris), the exclusive dossier was devised as an extension to the Givenchy Haute Couture Autumn/Winter 2009/10 Fashion Show by Riccardo Tisci. When opening the dossier, the viewer encounters four sheets containing printed matter of all 22 looks, with their names and descriptions presented in a bilingual format. Intended as a keepsake for the show guest, the object acts as a guide to the collection’s engineered narrative and chronological passage.

The chosen proposition for the YouTube video concept was to communicate the collection in an immersive format that would synergize sound, text, and historical enrichment, considering the collection’s inspiration, which referenced the lexicon of Morocco’s Berber tribes and the land’s Roman past. Referencing the format of lyric videos of a singer’s chartbusters, the outcome is a combination of textual content and historical research, written in English, and led by French voice-overs reminiscent of the style of erstwhile Couture shows.

Using a pitch-black backdrop for the entire video, the title cards and descriptions are written in a white typeface, whose style is redolent of the graphic identity conceived by M/M (Paris) during Tisci’s tenure. Furthermore, the visuals comprise of the collection’s looks, which are supplemented by geographical and ethnographic documentation to ensure a pleasant viewing experience. Here is the link of the full video: https://www.youtube.com/watch?v=D2FNqjoAAcs."