Sarah Burton reinvents Givenchy’s visual narrative with her first campaign

Sarah Burton’s arrival at Givenchy has made it clear that the fashion house is entering new territory. In contrast to the urban aesthetic and digital rawness that defined the last few years under Matthew M. Williams, Burton has chosen a more human and emotional angle for her first campaign: a feminine, multigenerational, and collaborative perspective.

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The cast brings together names representing different sectors within the industry: Adut Akech, Vittoria Ceretti, Kaia Gerber, Eva Herzigová, Liu Wen, among others. An intergenerational mosaic where supermodels, current icons, and new voices coexist. The inclusion of an iconic figure like Herzigová alongside emerging faces is a gesture that recalibrates Givenchy’s narrative.

The team also enters the frame

Burton takes an unusual step in contemporary luxury: he puts the creative team in the spotlight. His trusted stylist Camilla Nickerson, makeup artist Lucia Pieroni, and photographer Collier Schorr not only sign the campaign, but also appear in it. This break with the traditional hierarchy—where only the models are visible—makes the process part of the product, legitimizing fashion as a collaborative space where many people take part, rather than a visual monologue that is simply sold to the public.

The campaign focuses on laughter, conversations, and candid shots. There is no editorial rigidity or overly stylized constructions: the strength lies in naturalness, in those moments where artifice dissolves and clothing exists in interaction with the person. There is a lot of closeness and complicity in all the shots.

If Williams had taken the brand into the realm of industrial codes, techwear, and references to digital culture, Burton responds with a shift toward the human, the sensitive, and the timeless. His Givenchy seems to seek to weave community through images that convey trust, collaboration, and empathy. The campaign is less a product statement and more a statement of principles: fashion as a real, spontaneous, and creative meeting place.