Shot by photographers Mert Alas and Marcus Piggott, the Givenchy Spring 2017 ad campaign breaks the boundaries of fashion and society thanks to a dichotomist lens that, with its contrasting patterns, aims at exuding nothing but vibes of “freedom and serenity”.

The campaign consists of juxtapositions of different styles and motifs combined all together in side-by-side pictures, the references of which got here embodied by Givenchy creative director Riccardo Tisci’s ultimate muses Irina Shayk, Vittoria Ceretti, Faretta Radic and Lea T. Casual styles were juxtaposed with more elegant, soigné styles.

While shooting the Givenchy Spring 2017 ad campaign, photographers Mert Alas and Marcus Piggott only had one thing on their mind: enhancing both Givenchy’s elegance and the models’ inside-out beauty. In trying to keep the pictures as natural as possible, Tisci, along with art director Giovanni Bianco and the photographers agreed to keep the post-editing and retouching to a minimum.

“The pictures look very serene, very real, and I’m not the only one to want something more serene and natural in this moment,” he continued. “It was very much about beauty — real, classic beauty.”

Of course, with the Givenchy spring/summer 2017 collection being all about “mandala, the strength of nature and the strength of spirituality,” the campaign embraces a kind of similar naturalistic spirituality, too, with the southern Californian deserted landscape popping out in all its majesty.