You’re no doubt fully aware that Sarah Burton is now installed as creative director of Givenchy. The revered British designer presented her highly anticipated debut collection for the storied French fashion house during Paris Fashion Week back in March – ultimately receiving mixed feedback from members of our forums. Fast forward four months, and Burton’s first campaign is here for the upcoming Fall 2025 season. The recipient of The British Fashion Council’s 2011 Designer of the Year Award enlists Kaia Gerber as the face of the Fall 2025 Givenchy campaign. The all-American Cindy Crawford mini-me teams up with Dutch film director Halina Reijn for the occasion (perhaps best known for Babygirl). “The idea behind my first campaign for Givenchy was to focus on the friendship between a film director and an actor. I wanted it to celebrate the female gaze,” said Burton.

Kaia Gerber by Halina Reijn for the Givenchy Pre-Fall 2025 Campaign IMAGE | GIVENCHY.COM Read below the reactions of theFashionSpot’s forum members:

“We were waiting for this?” asked ellarchivist.

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“We all knew Burton was a bad hire for Givenchy. But now we all really really know she’s a bad hire at Givenchy,” declared 90sfan.

“You don’t do things like this when trying to revive a stale brand. Sarah seems to be a nice woman, but she is a really weak creative director. Just choose interesting looks and book a good photographer. No need to be so pretentious,” Avonlea stated.

Tourbillions commented: “This would have worked much better if they got Cynthia Erivo instead. She would have given it much more life, and Erivo has been wearing a lot of Givenchy already.”

“What a disaster,” voiced FashionPower while Drusilla used the word “weak” to describe the campaign.

IMAGE | GIVENCHY.COM

See more of Kaia Gerber from the Givenchy Pre-Fall 2025 campaign and join the conversation, here.