Express yourself

Matthew M. Williams recruits his celebrity mates for the SS21 Givenchy campaign
By Alex James Taylor | Fashion | 28 January 2021

After showing his debut collection for Givenchy in October last year, Matthew M. Williams now presents his first global advertising campaign – utilising his impressive contacts book for a series of imagery captured by Korean-born German photographer Heji Shin.

Collaboration has always been at the forefront of Williams’ ethos, surrounding himself with a close-knit community of likeminded artists to bounce ideas off and discuss ideas with. Here, Williams taps some of these names: Kendall Jenner, Bella Hadid, Playboi Carti and the supermodels Anok Yai and Liam Powers. Each were invited to put their own stamp on key pieces from the SS21 collection “to highlight the importance of cultivating a powerful personal style.” There’s Bella in an incredible backless jumpsuit detailed with a melange of small, interlocking metal hardwear, while Playboi Carti opted for a lush black leather bomber and Kendall Jenner headed straight for a skin-tight red russet ensemble complemented with a thick G-chain choker.

“To me, fashion expresses a point of view where formality and informality, construction and comfort co-exist,” says Matthew M. Williams. “My ethos is about the luxury of infusing clothes with your own personality, not being worn by them. In each of these portraits, a strong character wears a look that reflects who they are: they’re the ones who bring the clothes to life.”


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