Brand Evaluation

Givenchy is widely recognised as a chic, sophisticated yet bold brand with the traditional colour pallete of white, black and nudes that have been reworked over the years keeping Givenchy's iconic vision alive. With many creative directors taking on the Givenchy name after the retirement of Hubert De Givenchy himself, the latest to become creative director is Riccardo Tisci and has been for over ten years. Riccardo Tisci has given new life to all things that Givenchy stands for with his collections embodying romance and elegance but also bringing in a new futuristic vibe to Givenchy with a wide use of metalled fabrics and bright hues can be seen from time to time.
Givenchy's catwalk shows have always been the topic of conversation as their innovative and courageous avant garde make-up looks are always pushing new boundaries with Pat Mcgrath being lead make-up artist for most of his shows. Their avant garde looks have become tradition with a heavy use of embellishments on the face to enhance their current collections, this year for Spring/Summer 2016 Tisci chose to use pearls and golden jewels and lace on the face to create the illusion of more light in keeping with their Spring Summer makeup collection and my chosen product of interest the 'poudre illumiere originelle'; an illuminating brightening powder.
Givenchy make-up was first launched with Givenchy Beaute in 1989 where the birth of the Givenchy Prisme concept was created, the signature 4 shade pallete which would go on to be used throughout Givenchy's make-up line. The Givenchy logo was created as a reflection of stability and solidarity and still remains to this day as one of the most important symbolic figures along with the circle in Givenchy's designs. In 2005 Givenchy's new 'Le make-up line' was launched and their packaging along with it, although still sleek and simplistic, with their new collections Givenchy incorporates intricate designs into their compact powders, exuding luxury almost as if it were a keep sake for their customer.
There has been speculation that Riccardo Tisci has taken the Givenchy brand too far from the house it once was back when it all started in 1952, with many saying that Tisci was too gothic for the Givenchy brand. Although it was said that Tisci's first collection was too gothic and dark and not the biggest of hits, he has gained credibility over the years inviting everyone into a new wave of neo-gothic romanticism. With his new collection I was surprised to find that the heavy use of lace was similar to Hubert De Givenchy's first design a white cotton blouse with flounced English lace sleeves back in 1952 and the heavy use of symbolism in the form of circles was used in his show and editorials. The circle was seen by Givenchy as a representation of stabilisation and the creative mind and in Tisci's recent shows could be seen as a symbol of love and togetherness.
This research into the beginning of Givenchy and its evolution was the most crucial when designing my looks and planning out my images. Givenchy's love for design, art and everything of beauty can still be seen through the brand today and my connection to their latest Spring Summer collection grew with the knowledge of its origin and ethos.