Givenchy's S/S 2017 ad campaign celebrates juxtapositions of style

Givenchy has unveiled the first shots for its spring/summer 2017 ad campaign. They make the most of the contrast between stark outdoor backgrounds and simple studio shots for a series of images that put product to the fore. There is also a dual gender approach with both female and male models.

The campaign's message is Freedom & Serenity, although with backgrounds looking, as the label admits, like "a trip to Mars", serenity is perhaps open to question.

Nonethless, the striking images do make an impact. Used side by side they also throw the spotlight firmly onto the bags and clothes in each picture.

Italian model Vittoria Ceretti is the campaign star and this series of images follows several seasons in which she has featured in a number of campaigns and shows for influencer labels.  She recently appeared in shoots for Alberta Ferretti and Saint Laurent, and has done catwalk work for Louis Vuitton, Miu Miu, Chanel and Valentino.

Ceretti is seen here alongside Faretta Radic and Lea Cerezo. 

As in previous seasons, Givenchy creative chief Riccardo Tisci entrusted the campaign to photography duo Mert Alas & Marcus Piggott.