For its first ad campaign from recently named creative director Matthew M. Williams, the House of Givenchy has enlisted the artistic prowess of none other than Playboi Carti.

The campaign is built on a series of images shot by the prolific Nick Knight and sees Williams lifting the proverbial veil on his unique aesthetic choices for the brand. The voice of Carti, meanwhile, is featured in a video shot by Knight that shows images of new House of Givenchy images being spit out of a high-resolution printer. The audio portion sees Carti working through a number of pronunciation options for the brand's name.