Burberry announces Riccardo Tisci as Chief Creative Officer effective 12 March 2018.
Well, the cat is out of the bag and Christopher Bailey’s replacement isn’t Phoebe or Kim, but Riccardo. Something of a Creative Director curve ball, he was speculated to go to Versace, this is an exciting signing - how Premiership?! - because he could take Burberry in any direction.
Left - A sign of things to come? Tisci's Burberry Cromwellian warts 'n' all portrait
While it was all about luxury sportswear at Givenchy, during his 12 years there, his style was more American, masculine and darker in feeling, but it all started to look a bit done when Vetements arrived with its dress-down aesthetic. I think Givenchy wanted to make the brand more feminine and focussed on women’s accessorises. While he grew the ready-to-wear he seemed to neglect the beauty and accessory side.
Burberry is more slanted towards ready-to-wear, so this could be good, but I thought they wanted to grow their accessorises business?
So, Burberry opts for an Italian. Tisci’s studied and worked in Britain before, he used to be a branch manager of Monsoon, which I love, so he’ll have some idea on Britishness and also bring a fresh perspective to it. Out go the Rottweilers and sharks, and in come Corgis, Greyhounds and Beagles maybe?!
I think ‘See Now, Buy Now’, will be shelved and his first, proper full collection will be for SS19. It’ll be interesting to see whether he takes on everything like Bailey did. If the Creative Director does the stores, windows, campaigns, beauty, everything… you get a feel, faster, of how the brand is changing and its new direction. He'll give menswear as much focus as womenswear which is good.
Burberry has a big, new store opening in Knightsbridge, so it’ll be interesting to see if Tisci has time to have any input and make changes before that opens.
Burberry is Britain’s biggest luxury brand. It’s strongest market is arguably the Chinese, at home and abroad. Keeping these consumers happy, buying and increasing will be the main future goal of any Creative Director. But, if he can please the fashion crowd, and instil much needed excitement, then it’ll keep the business growing and the shareholders happy. I think his window to make this happen will be much smaller at Burberry than at Givenchy and they’ll want to see positive change and fast. Will an Italian do it better?!
See TheChicGeek's Ode To Christopher Bailey - here
The classic touch of lavender is altered by noble iris, that master perfumers Nathalie Lorson and Olivier Cresp placed at the heart of the fragrance. Combined with smooth, sweet pear and in a subtle nod to the original 1975 release, a patchouli-leather accord structures this new woody floral fougère fragrance.
Left - Gentleman Givenchy - 100ml - £66
TheChicGeek says, “Off we went to Paris for the launch of this and even after two days it still wasn’t sinking in exactly which way around gentleman and Givenchy were arranged. The new fragrance is called Gentleman Givenchy and not Givenchy Gentleman - do you see what they did there? - which is the original 1975 fragrance and, to many, a classic.
Right - Face - Aaron Taylor-Johnson representing the "Gentle Man"
The new version is getting a lot things right: the face Aaron Taylor-Johnson is a good choice. He looks great in the ad. and the commercial, shot by his artist wife, it sees him dancing and looking hot. The bottle is the classic Givenchy shape and the idea of a “Gentle Man” is modern and reflects the change in masculinity over the 40 years since the original.
The main problem I have is, the fragrance smells like everything else. I’m not getting the original here and it’s certainly not memorable. Again, another fragrance not to dislike, but nothing to get excited about either.
With Givenchy’s pedigree they should have reintroduced the original with all its seventies-ness to a new generation and re-owned one of the great male fragrances. Givenchy is a storied brand and they have a respected history, they just don’t use it enough.
They have a new designer, Clare Weight Keller, and it will be interesting if she has any input into the beauty side of the business which has been neglected under the former Creative Director, Riccardo Tisci.”
Left - TheChicGeek giving good "Gentleman" on the red carpet in Paris
Below - TheChicGeek getting his Gentleman Givenchy on in the Eurostar lounge on the way home from Paris
French fashion house, Givenchy, has a new Creative Director. British designer, Clare Waight Keller, was announced as Riccardo Tisci’s replacement last week.
I remember her at Pringle of Scotland, but because of the way the company was run, and never really made any of the interesting pieces, it was hard to judge her menswear. She then went to Chloe, and while I look at womenswear, there wasn’t much noise or attention so I didn't really pay much attention. But, she seems like a good caretaker, at the very least.
Right - Who-bert? Hubert de Givenchy outside his chateau
While not a revolutionary appointment, I think, they - Givenchy (LVMH) , obviously, want to re-feminise the brand, most probably targeted at the women's accessories. Tisci’s aesthetic was severe, harsh and a masculine form of sexuality which probably didn’t resonate with that many women or the type of women Givenchy see as their customer. Kim K, anyone?!
I remember being told that he wasn’t under contract to use Givenchy beauty products in his shows which seems ridiculous when this is the cash cow of the business. There was also a disconnect between the fashion and the beauty side.
The menswear pioneered that designer-sweatshirt-with-a-seasonal-image look and the slide of high-fashion into sportswear. When it was good, it was good, and the menswear had never been on the radar before. Remember when Ozwald Boateng was there for a while?!! Those £500 sweatshirts were jumping off the rails.
So, this leads me to the new menswear, which, excitingly, I don't know what to expect. The first season must be SS18, to be shown in Paris in June. Givenchy is a strange brand in that it has a very strong name, but it is not matched with any identity or imagery. The majority of people wouldn't know who Hubert de Givenchy was from a line-up - Who-bert de Givenchy?! and, apart from Audrey Hepburn, many people wouldn’t know a single item of clothing.
So, what should they do? Well, look at Balenciaga. While a newer ‘old’ brand than Givenchy, this is the first time, under Demna Gvasalia, that its archive has been referenced, but in a way that isn’t backward looking. There’s a link which makes sense when you’re buying a historical name. You want that DNA to move forward and make the label mean something. It gives it a certain weight and grounding yet far from 'archive'.
Givenchy menswear doesn’t really have anything direct to reference, but that’s the exciting part. There must be plenty in the archive to inspire and bring forward and refresh that we don't know about. Givenchy should look back to look forward. It should also ask the new creative director to oversee all aspects of the business and maybe use the odd lipstick in her show.