Leaving Givenchy'S "Givenchy", Where Is The Long Way To Go?

Sheepskin lipstick, exaggerated digital print patterns, Givenchy was dubbed "explosive style".

In fact, in the age of Givenchy's brand, only perfume lines were introduced.

Hepburn's "taboo" perfume for free endorsement was a sensation in the fashion industry at that time.

Givenchy's "Givenchy" was once synonymous with French elegance.

Givenchy's brand pattern is composed of four letters G, representing four meanings: Genteel, Grace, Gai ety and Givenchy founder Givenchy (Gi venchy).

However, for Givenchy's main customers, this style may not be familiar to them.

Sheepskin lipstick, deer spotbee, Notre Dame, dog head, pentagram, digital print. In recent years, Givenchy's exaggerated designs and striking patterns have been dubbed "explosive style".

And the stars

The photos left by Givenchy costumes at the airport and the streets are the impressions of Givenchy's brand in the past 10 years - tough, cool and street elements.

In fact, in 1988, Givenchy, 61, sold the brand of the same name for $45 million to LVMH, the world's largest luxury goods group.

He himself unloaded the position of chief designer of the brand in 1995 and officially retired.

And Givenchy entered the make-up and skincare industry after the sale of Givenchy's brand.

In the age of Givenchy's brand, only perfume lines were introduced.

Hepburn's "taboo" perfume for his free endorsement was a sensation in the fashion industry at that time.

After 1988, the brand of Givenchy fell into chaos for 10 years.

In the past 10 years, three different British designers with different personal characteristics were in charge of Givenchy.

John Galiano was the first to take office.

John Galiano left in less than a year and succeeded him as another British designer, Alexander McCune, who was known for his talent.

Alexander Mcqueen was 27 when he took office, but his weird style failed to reform Givenchy.

Until Ricardo Tisi took office in 2005, Givenchy was in the second glory of history, and the scale of the brand increased by more than six times.

His secret is to give up luxury and add Street element prints.

It was his design that formed the consumer's understanding of Givenchy's brand now.

At present, Givenchy's creative director is Claire White Keller, who served Chl o.

In addition to the launch of the "little pig bag", she also sent her to a new height.

Keller is the first female creative director in Givenchy's history.

After many years of hardship, the biggest problem facing Givenchy is not enough style and market positioning.

The brand wants to create a more modern, cool and younger image. The old fashion Givenchy brand is once again in a daze.

Despite his retirement, Givenchy himself rarely commented on the brand's design style.

But when he interviewed fashion magazines in 2007, he could no longer resist: "I'm not happy to see the design now."

After all, I should be proud of this brand. "

Advanced customization is dead, and its past solemn and expensive is replaced by the absurdity of the moment.

This is Saint Laurent's farewell.

The sigh of the time.

Before that, designers in Paris who were active with Givenchy era after World War II were basically withered: Chanel, Dior, and Cristobal Valencia had died early; in recent 10 years, YSL founder Eve Szentgrolan has left.

Some people say that the big brand design falls into the dust, and the classics can only be used to cherish the memory.

However, some people say that this is not a bad thing either.

Which is right or wrong?

The death of Givenchy declared the end of an era.

Leaving Givenchy's "Givenchy" is continuing to rain or shine, and it can only be given time to prove it.