Hard Line
- Creative Direction
- Experiential Installation & Spatial Design
- Editorial Photography & Film
- Campaign Narrative Development
For FW24, A/M conceived Hard Line, a campaign framing Givenchy’s architectural tailoring as structural interventions in space. Set within a stripped-down industrial site in Paris, the work positioned silhouettes as sharp geometries cutting across voids of concrete and steel. Staged as both live installation and editorial campaign, Hard Line explored severity as elegance — a tension at the core of Givenchy’s modern identity.
The campaign was developed around the idea of tailoring as architecture. Large-scale installations transformed an industrial hall into a grid of light and shadow, with models standing as living structures within it. Editorial photography emphasized precision — hard edges, controlled posture, stark monochrome contrasts — while film sequences traced linear movements, reinforcing discipline and restraint. The campaign presented Givenchy not as ornament, but as construction.
Hard Line launched globally through Vogue Runway, Another, and 032c, supported by large-format print and digital rollouts in Paris, London, and New York. The campaign resonated as a bold reassertion of Givenchy’s architectural DNA, praised for its clarity and restraint. It positioned the house as a modern arbiter of severity and strength within couture.
- Creative Direction — A/M
- Spatial & Installation — Bureau Betak
- Photography & Film — Inez & Vinoodh
- Styling — Givenchy Paris
- Production — Art Partner
