"I believe that happy girls are the prettiest girls"
The Background:
Breakfast at Tiffany's is ultimate nostalgic film for every fashion-loving, hopeless romantic. Arguably Audrey Hepburn's most notable film, its dialogue is quoted and its wardrobe is referenced even 60 years after its release.
In the age of the celebrity biopic, it was inevitable that one would be inspired by Hepburn's magnetic life and iconic film. Lily Collins is set to star in the motion picture, which has been described as a retelling of the making of Breakfast at Tiffany's, with all the behind-the-scenes drama being brought to the big screen.
With a high profile actress leading a film about, well, another high profile actress, the promotional campaigns leading up to and during its release will be massive. Hepburn's Givenchy LBD that she sports in the opening scene is the trademark of the film: being recreated thousands of times over the decades.
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Why This Campaign Works
This campaign plays into the romantic nostalgia of a classic flick alongside the aspirational beauty of a luxury brand. Few brand–celebrity relationships are as iconic as Audrey Hepburn and Givenchy. The biopic, centered on the making of Breakfast at Tiffany's and its cultural impact, offers a rare moment to reclaim authorship of that legacy for a new generation. Young people will rediscover the filmography of one of the greats, and with it the impeccable fashion she wore.
We can mirror the past and present in a delightful way by using Lily Collins as a modern representation of Audrey, while keeping the relationship with Givenchy a constant.
The classic Givenchy elegance has not diminished:
the icon first inspired, now the muse has evolved.
Objectives
Cultural Relevance in the Modern Age
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Make Givenchy feel culturally current, not archival.
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Translate classic silhouettes into contemporary styling.
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Activate on digital-first platforms (TikTok,/Instagram)
Heritage
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Reclaim ownership of the most iconic designer–muse relationship in fashion history.
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Position Givenchy as the originator of timeless elegance
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​Differentiate from competitors who borrow vintage aesthetics without authenticity
Generate Direct Commercial Impact
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Convert the cultural buzz into sales that are mutually beneficial for the film and the designer
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​Launch capsule collections tied to film looks
Timeline
Week 1: Teaser
Lily Collins/Givenchy both post a teaser on Instagram (A gloved hand, a string of pearls, a rough design sketch, etc.). A clip of "Moon River" is playing in the background of the post. The caption is a date (the date of the Hero Film release). Anticipation and excitement begins building.
Week 2: Hero Film Release
An announcement of the brand campaign, ending in the date that the Film and the partnering Givenchy Capsule Collection are to be released.
Week 3-Film Release
Content capture: BTS videos showing the film set/design process, GRWM, Fittings
Pop up museum exhibit showcasing archival Givenchy alongside the history of the brand's relationship with Audrey Hepburn
Week XX
Film Release coinciding with Capsule Collection release
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Lily Collins press run showcasing the entire collection
Content Execution
1. Hero Film "A Muse Is Reborn"
(Global Campaign Launch)
A cinematic short blending Past and Present:
Opens in 1960s Paris atelier with Hubert de Givenchy sketching
Cuts between:
Audrey being dressed for Breakfast at Tiffany’s
Lily Collins preparing for the same scenes in the biopic
Final shot: Cut screen of both women positioned in front of Tiffany's (as in the opening scene of the 1961 film), screen widens to just Lily, who turns towards the camera, smiles, and walks off screen. The release date of the film/capsule collection flashes briefly.
2.“The Givenchy Archive Reborn” Collection
Capsule collection tied to the film:
Re-editions of:
The black column dress
Opera gloves
Oversized sunglasses
Plus modern reinterpretations worn by Lily Collins
3. Red Carpet Domination
Lily Collins exclusively in Givenchy for:
Film premieres
Press tours
Festival appearances
Each look:
References a specific Hepburn moment
Reinterpreted (shorter hemline, sharper tailoring, etc.)
For Content: Behind-the-scenes fittings, GRWM videos, Try-ons of archival pieces
Performance Measurements
Brand Awareness
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Share of Voice: The % of conversation surrounding fashion and film that mentions Givenchy/AH Biopic/Lily Collins
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Reach: Number of impressions across platforms
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PR Impressions: Coverage in media
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Trailer/Hero Film Views
Social Engagement
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Likes, Saves, Comments, Shares on social media platforms
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Save Rate
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Watch Times
Commercial Impact
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Film Tickets Sold
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Sell-Through Rate of capsule collection