The House of Givenchy, the maison created by Hubert de Givenchy in the Fifties, has recently chosen successful pop singer Justin Timberlake as the face of its new men’s fragrance. As the President and CEO of Parfums Givenchy, Alain Lorenzo, officially stated back in February, “Beyond his huge celebrity appeal, we have chosen Justin Timberlake because he is a world recognized trendsetter who redefines modern elegance.” Well, personally, I think the words ‘ celebrity appeal’ are more apt when it comes to describing Justin.

This new campaign is finally being unveiled and has positively surprised us with its avant-garde, black and white aesthetics. I am not entirely sure if his celebrity appeal can be a substitute for masculine elegance, which is a tradition of Givenchy. It needs to be said, however, that Justin is certainly bringing sexy back, and photographer Tom Munro did an excellent job in providing a practically flawless, stylish campaign. It is refereshing to see the fashion industry take on a more…relaxed attitude, and I suppose it’s all in the game. So let’s “Play”, as the name of Givenchy’s new fragrance invites us to do.

The perfume will be launched in two stages beginning this autumn, with a worldwide roll-out across 2009 so…stay tuned.

Filed under: Prima Donna Digressions