PARIS — In a move to put the spotlight back on its suits and sportswear, Givenchy Homme said it would nix runway blowouts, and has scaled back the role of Ozwald Boateng, the Savile Row tailor and reality TV star, WWD has learned.
Boateng, who was named Givenchy Homme’s first creative director in 2003, will now be a consultant for the French fashion house, owned by LVMH Moët Hennessy Louis Vuitton.
“Ozwald is still collaborating on this collection,” Marco Gobbetti, Givenchy’s chairman and chief executive officer, said. “The role has been updated in line with the new strategy we have. It’s a consulting agreement.”
Givenchy won’t stage a runway show during men’s fashion week in Paris later this month. Instead, it plans a still-life presentation on Jan. 26 at Espace Commines.
Boateng, known for his supersized personality and for mixing bespoke savoir faire with cross-cultural references, showed his first collection for Givenchy Homme in July 2004. His Paris shows were typically high-energy, large-scale productions, sometimes preceded by elaborate films he commissioned.
At a Savile Row exhibit last week during the Pitti Uomo trade fair in Florence, Boateng deferred questions about Givenchy to the company. However, he noted, “I’m going to be focusing a lot on my own collection this year.”
Based in London, Boateng burst onto the men’s wear scene more than a decade ago with his renegade tailored collection. His use of atypical colors and textures and pure chutzpah has made some of Savile Row’s old guard cry in their Harris tweeds, but it helped elevate the Ghana native to the rarified world of fashion thanks to a client list that includes Jamie Foxx, Laurence Fishburne, Daniel Day-Lewis, Anthony Hopkins, Russell Crowe and Keanu Reeves.
Boateng’s star quotient rose significantly last year when he starred in his own Sundance reality show called “The House of Boateng.” The eight-episode program tracked Boateng’s launch in the U.S.