This feature is in our March '23 "Next Wave" Issue. Click here to subscribe.

Alkaline for Givenchy’s spring/summer 2023 menswear campaign PHOTO BY

Alkaline for Givenchy’s spring/summer 2023 menswear campaign PHOTO BY MATTHEW M. WILLIAMS/COURTESY OF GIVENCHY

Jamaican artist Alkaline (@manhimselff) has already solidified his place as a millennial dancehall icon, and now he’s entering the fashion space with Givenchy. Following his previous work on the spring/summer 2023 menswear runway show’s soundtrack for the luxury house (including hit songs like “After All,” “My Side of the Story” and “One More Time”), Alkaline is the face of the collection. It’s a historical moment, marking the first dancehall artist to star in a fashion campaign.

“There’s a deep connection between Givenchy and the actors, musicians and athletes who wear its clothes, and I immediately felt that kind of connection with Alkaline: When something’s right, you can just feel it,” says Givenchy Creative Director Matthew M. Williams, who is also the photographer behind the campaign.

PHOTO BY MATTHEW M. WILLIAMS/COURTESY OF GIVENCHY

“He inspires me both as an artist and as a human being, so for this campaign, I wanted to keep the focus on who he is and the very natural, authentic way he wears clothing—which is exactly my intention as a designer.”

The collection is sleek, minimalist, futuristic and streetwear-inspired: all facets of Alkaline’s own signature style, who’s most known for his love for edgier clothing and a cool, calm and collected personality. “The pieces were curated specifically to suit my character, my style, and that was important for me,” Alkaline says. “I’m able to show my image in a way that also suits his campaign and aligns with his vision and mine.”

PHOTO BY MATTHEW M. WILLIAMS/COURTESY OF GIVENCHY

Williams is inspired by Alkaline as an artist and vice versa. “It is a good feeling to know that my brand and my music have impacted Givenchy in the way it did,” the artist says. “I appreciate Matthew for his creative eye and his need to explore fashion in an authentic form.”