[wide]GIVENCHY-App_Men-Women[/wide]Givenchy introduces a multi-layered digital approach with the launch of a brand new web site followed by the opening of two mobile e-shops. For the online experience, Riccardo Tisci opted for a creative direction emphasizing clean graphics and architectural lines together with a very visual and instinctive access.

The new website is the unique platform inviting internet users to discover the world of Givenchy through pictures, videos and text. Available in French, English at the launch date and in Chinese as of next October, is about contrast and symmetry. An art gallery-like display of images presents all the collections and news of the House set against a matte white background made of burnt oak circled by a thin shiny black frame. The aesthetics is a subtle echo to Givenchy’s flagship stores’ design.

User-friendly, the home page features a vertical scroll down with automatic slideshows when rolled over framed by a faded effect. It allows a natural immersion into all the various sections: the house (incl. comprehensive information on Riccardo Tisci, Hubert de Givenchy, Art, iconic pieces, red carpet, campaigns and collaborations), the collections (menswear, womenswear and accessories), the fragrances, the shops (incl. a store locator), a visual exploration of Givenchy’s identity and codes (incl. 9 themes from animal to geometry and spiritual, metal craftsmanship, urban couture, star coding, ambiguity, floral, dark romanticism) and more (incl. links to Givenchy’s facebook, twitter, weibo (China) and youtube channel).

The innovation of involves simplicity and effortlessness associated with pure design and high-end technology. This digital initiative will be followed by the opening of a men’s mobile and tablets’ e-shop late November. It is the first time a luxury fashion house launches its online store through m-commerce.

The new website is compatible with all devices, from desktops to all smartphones and tablets. An optimized version of the site for smartphones will be added in October. the men’s app will open late November with the Spring/Summer collection.

Image source: Givenchy
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