Sarah Burton debuts heritage-led Givenchy menswear campaign in Paris

Sarah Burton put her first dedicated Givenchy menswear campaign on Paris billboards on Wednesday, June 24, 2026, one day before her presentation for Paris Fashion Week Men’s Spring/Summer 2027. Shot by Juergen Teller in London, the images push Givenchy into a rougher register without loosening the house’s formal grip: the clothes still read as tailoring first, with old-world polish filtered through parks, fields and brick buildings rather than mirrored salon walls.

Sir Don McCullin, Don Letts and Danny Fox appear in suits and embroidered outerwear that they chose themselves. One frame sharpens the point with a vivid yellow satin coat; another turns on a brown bomber jacket embroidered with chrysanthemums. Fox went shirtless under his suits and coats, exposing a butterfly tattoo on his chest.

Burton called that method “very much like an old couture or bespoke way of working.” She wanted a multidisciplinary cast, men who represented something to her and who were experts in their fields. McCullin, Burton said, recalled the war and urban-strife imagery she grew up seeing, and had already documented backstage when she was at Alexander McQueen. Letts brought the spirit of London and a punk mentality, while Fox brought art and painting into the mix.

Burton has already used this collective, image-led approach across her Givenchy womenswear rollout, from her first women’s campaign to three prior womenswear seasons, and the menswear preview echoes the same silhouettes, fabrics and embroideries.