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Givenchy: That's What We Call A Revival

Godfrey Deeny
June 29th, 2007 @ 00:42 AM - Paris

The big surprise of Friday, the opening day of the Paris men's season, was the sudden revival of Givenchy.

Long a producer of far too precious and stuffily old-fashioned "French" chic, the brand's latest collection was, tout a coup, exactly in synch with the current trends in men's fashion – i.e. micro (2 centimeter) shirt collars, the bolero style dinner jacket as street wear, tuxedo meets military drab gear and the minimalist pleated shirt.

"The brief was younger, less stiff and not so French obsessed," explained an understandably happy Givenchy president Marco Gobetti.

Major international retailers swaned around bragging they had made early large orders, stylists were visibly open eyed and critics made detailed inspections of the score of looks presented in a large circle in one of those spaces that make Paris such a unique city.

Hidden in the back of building fronted by a discount gym was a heroically looming classic with a twist room - 40-foot-high grandeur finished with eroded frescoes and bizarre, glass and brass topped roof that looked like the insides of a giant watch mechanism.

Suddenly, there was one of those collective nodding of heads that the latest, post-Savile Row Givenchy has reinvented itself as a hip destination. Priced at a high diffusion price and packed with hyper wearable looks, this spring summer 2008 collection whispered big, fat hit.

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