Ahead of Sarah Burton‘s first menswear presentation for Givenchy, the house’s creative director has released a surprise campaign that oozes character — three, to be exact, from multiple generations but all of a creative ilk.
Photographer Juergen Teller captured a fellow photographer, Sir Don McCullin, as well as filmmaker and DJ Don Letts and painter Danny Fox. The three gentlemen were captured in London amid parks, fields and buildings.
They wear tailoring of varying degrees of formality, and some very expressive outerwear, including a vivid yellow satin coat and a brown bomber jacket embroidered with chrysanthemums. Burton told WWD she let her campaign faces choose their looks.
“It was very much like an old couture or bespoke way of working,” she explained. “They chose the suits they wanted to wear, or the embroidered outerwear piece, and it was a great process, very personal.”
The images went up on billboards around Paris on Wednesday, the day before her presentation during men‘s fashion week.
“Like my first women’s campaign, I wanted to have a multidisciplinary cast,” Burton said in an interview Tuesday as she was putting the finishing touches on her installation showcasing the Givenchy spring 2027 men’s collections, among the most anticipated presentations of the week. “So I chose talented men who represented something to me, and who are experts in their field.”
For example, the British designer said she grew up seeing the images of war and urban strife by McCullin, whom she later enlisted to document the backstage scene when she was leading Alexander McQueen.
Letts, meanwhile, perhaps best known as the videographer for The Clash, “very much represents the spirit of London, that kind of punk mentality of London,” she said, though it was Fox who decided to go shirtless under his suits and coats, showing off the big butterfly tattooed on his chest.
“I wanted to highlight the importance of art and creativity and painting,” she said. “I love the paintings that he does.”
While the teaser campaign only shows a handful of looks chosen by the cast, the styles echo some of the silhouettes, fabrics and embroideries Burton has employed for the Givenchy women’s collections.
Givenchy’s eighth designer — and only its second female couturier — Burton has staged fashion shows for her women’s ready-to-wear collections, the first paraded during Paris Fashion Week in March 2025.
