Givenchy Struggled For Ten Years To Stimulate Consumption

This season's design has been applied to the lovely white and wrinkled processing, which also makes the costumes look unique.

Fashion edges are used for clothing wear. This is a popular element today. From Prada to Lanvin, we can see such designs.

In addition, the multi-storey and lace design of the Givenchy season has also become a popular topic.

Givenchy 2010 spring summer series designed by Riccardo Tisci

If these are not enough, the words "Givenchy" on the back of the garment clearly attract your attention.

After all, in the past many years, Givenchy has been committed to building itself into a strong and famous brand of French clothing, which has a certain role in promoting the product itself.

5 years ago, Riccardo Tisci, who was not known at that time, was appointed the creative director of Givenchy, which made the fashion circle full of doubts about the future development of the brand.

As we all know, Givenchy is the brand of LVMH, but the weight of the brand is definitely not as good as that of Dior and Louis Vuitton.

Over the years, the brand has been striving to build its own style.

In 1995, Hubert James Taffin de Givenchy resigned from his team and left her job, leaving behind this far-reaching legacy of Givenchy.

But it is undeniable that the Givenchy at that time no longer had so many advantages, neither youth publicity nor elegant modernity.

Only a few months later, John Galliano was appointed as a successor to Givenchy under the publicity of public opinion, and of course the comments were commended.

After John Galliano left for Dior only a year later, Alexander McQueen took the helm of Givenchy, but Givenchy herself was not satisfied with McQueen, so in December 2000, McQueen officially left, and her own brand was invested under Gucci.

Then it was Julien Macdonald, and at this point, the myth of Givenchy was gradually broken.

After 4 years of downturn, Riccardo Tisci took over Givenchy.

"For me, Galliano and McQueen are design gifted," Riccardo Tisci said in an interview with independent daily.

But for building a brand, we need to do more than that. In the past 10 years, Givenchy is in a state of confusion, but the history of the brand is impressive enough, and I think the whole brand crisis is slowly being lifted.