Riccardo Tisci labelled his latest Spring/Summer 2014 menswear collection for Givenchy as “Nerd Africa”.


His prints were based on technology and brought together imagery as far a field as computer motherboards, circuitry, loud speakers, reel-to-reels, athletic jerseys, vintage photos of Masaï or Zulu warriors and tribal-inspired face paints. He fused all those motifs together with bold, sporty stripes and stars that also dipped into L.A. skate culture – a perfect mix of ethnic and urban. He broke down the images into their component parts and rearranged them in a perfectly symmetrical pattern, detailed in bright primary colours.


This collection shows Tisci’s exploration of the subject of freedom, which was the core idea of his collection, making references to technology and tribalism. Mixing all these concepts are interesting timing as it coincides with the launch of a constellation of 12 low-orbiting satellites above Africa to provide high-speed internet to African countries. They will serve countries that aren’t supplied by fibre-optic networks, which often run along the coasts of continents, but don’t always reach areas in the centre of the landmass. The project is the vision of communication provider O3b Networks, which was founded by an American entrepreneur, Greg Wyler, with support from blue chip companies such as Google, to serve the ‘other three billion’ (“O3b”).

It will help the development of this region by opening up new horizons for communication, connecting them to the global network for sharing information and ideas. It will hopefully bring values and principles of the internet too, capturing and enhancing the benefits that communication has for humankind, including innovation, creativity, self-expression, collaboration and democratic politics.


We, at Trésor, are always concerned about the well-being of businesses when we get a creative brief. At a recent talk, Sir John Hegarty gave some examples on how a company’s visual output is a great window into a business. Marketing and advertising needs to stay consistent, confident and communicate what the business is about.

His favourite example is to contrast Nike and Reebok. Nike came up with a brilliant slogan: ‘Just Do It’ in 1987 that was confident and stayed consistent even as the brand refreshed its advertising campaigns. Reebok changed its marketing slogan 14 times since 1987. Nike’s US market share grew to be twice the size of Reebok’s.

Another example he sites comes from the manufacturing industry, he’s disappointed how the manufacturing industry on occasions failed to capitalies on the creative force that was out there. He gives the example of Lord Stokes, sometime boss of Mini cars, who dismissed suggestions that the firm should build a hatchback because it would mean trouble with the trade unions and anyway Mini was selling enough cars as it was. Fast forward a generation and Mini is owned by the Germans who now make a hatchback.

Above is an advertising campaign that is a clear testament to his genius and one of his personal favourites. The client instantly liked the idea and the final ad ended up just as his agency (BBH) imagined it and it’s the commercial in his career that he wouldn’t change a thing about.