The pristine nature of Givova Floral

It is called Givova PRJCT, the first spin-off presented by Givova. At the center of its narrative, this time, are young people, their backgrounds, and the importance of the environment. Far from the more urbanized Milan, in the Anna del Bo Boffino park, the shoot for the Givova Floral capsule collection was realized. On a backdrop with a mural about 20 meters, long- the slogan reads Respect Nature -a collective of artists belonging to the Brera Academy was asked to express their artistic vision through water-based paints. 

A flower, screen-printed on some of the garments in the collection, becomes the narrative device to seal and raise awareness of the environment among the younger generation. The simplicity and clean lines of Givova Floral, combined with the disruptiveness of the graffiti, aim to open a dialogue that can involve the youngest in the discovery of the cycles and rhythms that regulate nature. The casting also deliberately chose unfamiliar faces, taking models directly from a community of young people genuinely willing to question the meaning of things. The angles and points were multiple, so much so that Underwork studio handled the content production, trying to amplify the brand message. Respect Nature, the campaign slogan, has taken hold right inside a park that has become a tool for its dissemination and communal reflection.