Sarah Burton’s Givenchy Debut Celebrates Women

Sarah Burton unveils her first Givenchy campaign, photographed by Collier Schorr, celebrating multi-generational womanhood with intimate, craft-driven storytelling.

Givenchy has officially unveiled its first campaign under the direction of Creative Director Sarah Burton, and it’s clear from the jump that this isn’t just another luxury fashion rollout. Photographed by acclaimed artist Collier Schorr, the campaign gathers a diverse group of creative personalities across ages, backgrounds, and disciplines to celebrate what the house is calling "multi-generational womanhood." Burton, who took the reins last fall, is making a deliberate statement here, shifting away from overt glamour to something more intimate and textured. The collection itself highlights technical artistry, with pieces featuring hand-pleated silk gazar, precision-tailored wool crepe, and delicate lace insets that reference the house’s archives while feeling utterly new. As Burton noted in an internal briefing, "This is about clothes that honor the women who wear them not just the idea of them."

Digging into the creative execution, Schorr’s photographic approach is worth paying attention to. She shot entirely on analog film, using natural light and minimal retouching to create a sense of warmth and authenticity that’s pretty rare in high fashion right now. The casting which includes artists, musicians, and writers rather than traditional models was built around what Givenchy’s studio lead describes as "real women with real presence," each styled in looks that blend tailored outerwear with softer, more intuitive pieces like draped jersey dresses and feather-trimmed coats. The campaign also introduces Burton’s reimagining of Givenchy’s iconic accessories, including a new iteration of the Antigona bag crafted in supple, vegetable tanned leather with hand-stitched detailing. It’s a clear nod to craftsmanship over flash, which feels like a breath of fresh air.

For the industry, this campaign signals a strategic pivot for Givenchy one that prioritizes emotional resonance over viral moments. Burton’s vision aligns with a broader luxury trend toward depth and permanence, but her emphasis on generational dialogue and artisan techniques feels particularly pointed. As the CEO of Givenchy’s parent company, LVMH, noted recently, "Sarah understands how to build worlds, not just collections. She’s connecting the legacy of the house to a very contemporary conversation about identity." Early feedback from retailers and editors has highlighted the campaign’s clarity and conviction, with many noting that Burton’s voice feels fully formed and distinct from her celebrated work at Alexander McQueen. This isn’t just a new chapter for Givenchy it’s a statement about what fashion can be when it’s driven by respect, not just spectacle.