On paper, it looks like another early-cycle menswear campaign ahead of Paris Fashion Week. In practice, Sarah Burton’s first move into menswear for Givenchy is already setting a different tone.
Ahead of the SS27 presentation, Burton turned to photographer Juergen Teller—a name long associated with stripping fashion imagery back to something closer to reality than fantasy.
The result, as reported by Hypebeast, is a series of portraits that feel intentionally uncurated: uneven light, everyday environments, and compositions that resist the idea of a “perfect” campaign frame.
Instead of fashion’s usual rotation of models, Burton brought in three figures whose identities already carry visual weight outside clothing: Sir Don McCullin, filmmaker and DJ Don Letts, and painter Danny Fox.
The clothes are still Givenchy tailoring, but the authority over how they’re presented sits with the wearer. Burton told WWD that the process was intentionally personal, with subjects selecting suits or embroidered outerwear pieces themselves.
McCullin appears in sharply structured double-breasted tailoring—grey and black variations paired with brogues and square-toed shoes that lean classic without feeling ceremonial.
Fox moves between extremes: a glossy yellow coat that pushes against restraint, and a collarless black suit that pulls things back into minimal lines. Letts carries the most visually assertive piece in the set, a gold floral overcoat that borders on ornamental, alongside a crisp all-white suit captured in an outdoor frame that feels almost incidental rather than staged.
Teller’s presence is felt less as an aesthetic signature and more as an attitude. Nothing is overcorrected. Nothing is overlit. The images reportedly span multiple London locations, and that geographic spread adds to the sense that this is less a campaign “set” and more a series of encounters.
The timing is also doing quiet work in the background. Burton, appointed in September 2024 after Matthew M. Williams’ departure, is still shaping her menswear language at Givenchy, and this campaign functions as an early signal rather than a full thesis. According to Hypebeast, the portraits were set to appear on Paris billboards aligned with the June 25 presentation window.
