It signifies Givenchy's shift towards simplicity, seduction, and mystery.

"Transformation Seduction" is the title chosen by fashion house Givenchy and its new creative director to describe their new advertising campaign. The pictures, shot by the famous American photographer Steven Meisel, showcase the label's menswear and womenswear wardrobes.

Simplicity is also echoed in the label's choice of models. Here, there's no sign of the superstar faces fronting campaigns for many other luxury labels. Instead, Clare Waight Keller has signed up young talented models who perfectly reflect the new Givenchy philosophy.

Meghan Roche & Kolton Bowen (resized).jpg

Photo: Courtesy of Givenchy

Saffron Vadher & Elias Bouremah (resized).jpg

Photo: Courtesy of Givenchy

 The campaign takes the form of black and white portraits, playing with light and shadows. Kolton Bowen, Meghan Roche, Saffron Vadher and Elias Bouremah can be seen posing with a cat, looking into the lens with intensity, reinforcing the air of mystery and fostering a certain contrast between strength and softness.

Clare Waight Keller will present her first catwalk show for Givenchy October 1 at the spring/summer 2018 Paris shows. It will be a mixed show combining menswear and womenswear.

The British fashion designer was named creative director of Givenchy in March 2017, succeeding Riccardo Tisci.

(Related: Former Chloe Creative Director Clare Waight Keller Heads To Givenchy)