Luxury fashion brand Givenchy recently enlisted the talent of popular rapper Playboi Carti in a new campaign that rolled out on Instagram. The video features a printer spewing out the brand's name on aesthetically-pleasing images while the rapper repeats "Givenchy," sometimes pronouncing it correctly and sometimes proclaiming it slightly wrong.
Matthew Williams, the Creative Director of Givenchy, commented on the meaning behind the campaign, stating: "It was just so fun to hear him say the brand’s name over and over and over, in right and wrong ways, that it made it extra relevant to me. I wanted the message to be: It doesn’t matter how you say it, any way is right, as long as it’s your way!”
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