Ethos of Givenchy

The ethos of a brand is their identity, what they stand for, what they want their brand to say. This plays a huge role in the selling of products, as it helps a consumer identify with and idolise the brand, meaning that the brand will obtain a prestige reputation and the products they create will sell themselves just by carrying that brands name. We submerge ourselves in the image of that brand, it creates a way for the consumer to feel 'included' in the lifestyle the brand is promoting.

Since it was established in 1952, the Givenchy brand has evolved and been under the influence of some of the worlds most celebrated designers. When the brand began Givenchy's vision was that of light separates collection featuring floor length skirts and light blouses, including one named after model of the moment Bettina Graziani. In 1954, Givenchy was the first to present his own luxury couture line. The ethos of the brand is clear when looking over past collections, you notice that at the heart of everything is classic, French style and elegance. Although over the past decade Riccardo Tisci has pushed the brand creatively and has begun to bring avant-garde elements into the design of the clothes and make up, the fundamental shapes, colours and fabrics used and the feel of the collections is still in keeping with Hubert de Givenchy's original vision. Knowing the history of the brand has proved invaluable as without this knowledge it wouldn't have been possible for my designs to fit in with the brands usual aesthetic. When looking over the Givenchy brand as a whole, I took several things in to consideration. I looked at the colours, fabrics and shapes that the brand is famous for, as well as analysing the different sides of the brand, some more elegant, some more grungy, some modern and pop punk inspired.The aim of the Givenchy Beauty line is to provide luxuriously packaged, high end cosmetic products that are innovative and on trend, featuring the latest colours and textures from each season. Givenchy Beauty is all about having fun with your make up and fragrance which the brand demonstrate with their creative seasonal collections and ad campaigns that reflect current trends.