Ethel Cain is the face of Matthew M. Williams‘ new FW22 Givenchy campaign and we’re all for it. Shot by Nick Knight, the musician lays in a bedroom decorated with vintage floral wallpaper and a pink bed; it’s Cain’s own bedroom in rural Alabama, only recreated as a set.
This notion of twisting reality and surrealism surged through Williams’ FW22 offering: “I really wanted to create a synthesis of powerful, sophisticated femininity, with an interplay of multiple American and Parisian influences, sports and craftsmanship,” said the designer at the time. Listen to Cain’s acclaimed 2022 record Preacher’s Daughter and you’ll feel the mood.
Alongside Cain, Playboi Carti also stars in the campaign wearing black leather cargos, as does model/activist Liya Kebede showcasing the season’s Kenny bag and Vittoria Ceretti backdropped by a leopard print wall. “The faces in this season’s campaign really represent what Givenchy means today,” says Williams of the imagery. “It’s a uniquely eclectic group: each model is an icon in their own right.”