The year is 2018. A wave of anticipation ripples through the fashion world. Givenchy, a house synonymous with Parisian elegance and audacious innovation, is unveiling its Fall/Winter 2018 campaign. This isn't just another collection launch; it's a statement. And a significant part of that statement, visible across the bustling streets of Australia, materialized in the form of striking bus shell advertisements featuring the radiant Candice Swanepoel, a Givenchy angel, embodying the spirit of the season. These advertisements, a fleeting yet impactful glimpse of the FW18 collection and its accompanying video campaign, represent a crucial intersection of high fashion, public engagement, and the artistic vision of Clare Waight Keller, the newly appointed creative director.
This article delves deep into the context surrounding the Givenchy Australia bus shell advert featuring Candice Swanepoel in 2018, exploring the broader Fall/Winter 2018 campaign, the creative forces behind it, and its place within the larger narrative of Givenchy’s advertising history. We’ll examine the strategic choices made in selecting Candice, the impact of the bus shell advertising itself, and how the campaign resonates with previous Givenchy advertising initiatives, particularly those from Spring/Summer 2018.
Unveiling the FW18 Vision: More Than Just Clothes
The Fall/Winter 2018 Givenchy campaign, art directed by Clare Waight Keller and masterfully documented by the legendary Steven Meisel, was far more than a simple showcase of clothing. It was a narrative. The campaign's tagline, "The in-crowd is heading to a party at a secret location," immediately sets a mysterious and intriguing tone. This sense of exclusivity and clandestine excitement is precisely what the bus shell advertisements in Australia aimed to capture and disseminate to a wider audience. The image of Candice Swanepoel, radiant and alluring, hinted at this exclusive world, drawing viewers into the captivating universe of Givenchy.
The choice of Candice Swanepoel as the face of the campaign was strategically significant. Known for her ethereal beauty and powerful presence, she perfectly embodies the duality of Givenchy's aesthetic: sophisticated elegance and a subtle hint of rebellion. Her image on the bus shell, likely a carefully chosen still from the accompanying video campaign, served as a powerful visual hook, enticing passers-by to delve deeper into the world of Givenchy FW18. The placement of the advertisement on Australian buses, a highly visible and frequently traversed public space, ensured maximum exposure and broadened the campaign's reach beyond traditional fashion publications and online platforms.
The campaign's aesthetic, as captured both in the video and the still imagery used for the bus shell advert, reflected Keller's distinct vision for the house. She sought to modernize Givenchy's legacy while retaining its core values of timeless elegance and strong femininity. This balance is evident in the clothing itself, as well as in the overall mood of the campaign – a blend of classic sophistication and contemporary edge. The bus shell advert, a small but vital piece of the puzzle, successfully communicated this balance to a diverse audience.
Comparing and Contrasting: FW18 and SS18
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