Givenchy Unveils Jamaican Musician Alkaline as the Face of Global Spring/Summer 2023 Campaign

NEW YORK – Since the summer of 2022, reggae dancehall lovers, Caribbean citizens and their descendants around the world have been highly intrigued by Givenchy Creative Director Matthew M. Williams’ Haute Paris runway collection. The collection, which gives Jamaican artist Alkaline an enigmatic chic, not only served as the director’s muse, but also accompanied the artist’s music as the models literally flashed down the runway.

ALKALINE X MMW X GIVENCHY

alkaline, in partnership with Givenchy, are pleased to announce that the artist will be the face of Matthew M. Williams’ first special menswear collection as part of a global campaign. Givenchy’s global Spring/Summer 2023 menswear campaign will continue to explore the contradictions and contrasts between Givenchy’s sartorial heritage and the urban aesthetic that Matthew M. Williams created for the Maison.

“There is a deep connection between Givenchy and the actors, musicians and athletes who wear his clothes, and I immediately felt such a connection with Alkaline: when something goes right, you can just feel it. He inspires me both as an artist and as a person, so for this campaign, I wanted to focus on who he is and his natural, authentic way of wearing clothes – that’s exactly what my intention as a designer is.” Givenchy creative director Matthew M. Williams.

With this endeavor, Alkaline will be the first dancehall artist to launch such a campaign, and the first for the fashion house.

ALKALINE MODEL GIVENCHY

Over the past few weeks, images selected and taken by Matthew M. Williams in New York featuring Jamaican music phenomenon Alkaline began to spread on social media. Givenchy today praised the effort by adding the artist to their social media channels and the Givenchy.com website.

“First, say hello to Matthew and Givenchy. As a creative person, you strive to create music that inspires audiences on many levels to improve lives for yourself and others. I believe that this is what happened to Matthew and my music when creating these works, ”says Alkalain.

alkaline appears in season’s heroes that lend a modern expression to haute couture craftsmanship at Givenchy. In one portrait, he appears wearing a camouflage jacket with fine hand-trimming, “torn off and repaired”. In another, he wears a white leather jacket intricately embroidered with GIVENCHY lettering and emblems. In one image, with his back to the camera, he wears a camo ensemble with the dynamic TK-MX running shoes, the latest addition to the iconic TK-360 line, in silver and acid green. In the full-length picture, the artist is dressed in a tailored black coat, loose trousers and two spectacular accessories: vulcanized rubber. Rain boots, a bold design designed specifically for Givenchy, and a new directional Giv Cut Sunglasses.

“Photography – and shooting portraits of artists I AM inspired is what I have always loved to doadds Givenchy creative director Matthew M. Williams.

ALKALINE – TEN-YEAR STRENGTH.

With the announcement of such a historic partnership, Alkaline and his team will spend 2023 celebrating the artist’s 10-year career and highlighting his accomplishments. In 2023, the Alkaline team will release new memorabilia, limited edition collectibles, and new visual effects music.

During the year-long celebration, the team will forge various partnerships and introduce new products and promotions aimed at reshaping Alkaline’s position as a dominant force in dancehall and its rise as a global sensation. As an independent artist, Alkaline garners over 1 billion views on YouTube every year and millions of streams through various digital service providers.

FESTIVAL OF NEW RULES

New Era Production CEO Kerina Beckford will announce details of upcoming festival dates and venues in the coming weeks. With the success of the festival’s return to Kingston, Jamaica in the summer of 2022, fans around the world big cities in the US, Europe, and Africa will refer to the same experience as Alkaline.

“The need and success of the Alkaline brand and the New Rules Festival is undeniable. As we celebrate Alkaline’s 10th year in the industry, we’re taking notice of the fan base that is expanding around the world and bringing them a rewarding product and experience. The trust and partnership of Givenchy and Matthew William speaks volumes about the value of the artist’s brand, and we thank them immensely for this recognition,” says Kerina Beckford, Manager of Alkaline.

The popularity and success of the Alkaline brand and the New Rules Festival is undeniable. As we celebrate Alkaline’s 10th year in the industry, we’re taking notice of the fan base that is expanding around the world and bringing them a rewarding product and experience. The trust and partnership of Givenchy and Matthew William speaks volumes about the value of the artist’s brand, and we thank them immensely for this recognition,” says Kerina Beckford, Manager of Alkaline.