The Daily Grind Video

Givenchy is getting ready to roll out their full advertising campaign in the upcoming weeks, but before that happens we have a behind the scenes look at the entire thing!

For the Spring/Summer 2013 season, Givenchy Creative Director Riccardo Tisci said that his concept was “about family” and more-so, “it’s about real people.” Granted these are very beautiful people, however we get a chance to really see what he means with this new background video.

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Shot by famed fashion photographers Mert Alas & Marcus Biggott, in association with Riccardo Tisci, the collection features other real people, Kate Moss, Marina Abramovic, Jose Maria Manzaranes, Jared Buckhiester and Mariacarla Boscono, who also included her infant daughter in the campaign. 

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Although there aren’t many babies featured in high fashion campaigns, having one for this collection was very fitting. After all, the campaign reflects the Madonna and child religious imagery on its pieces.

Take a look at the behind the scenes video for the Spring/Summer 2013 Givenchy ad campaign in the video below.