Dana Salih
Givenchy L'Interdit. Give In.
L’Interdit translates to “the forbidden,” a word that immediately implies boundaries, restraint, and temptation. We approached the campaign as an exploration of what happens when those boundaries are crossed. The line “you crossed it” refers not to a physical action, but to a psychological moment, the instant when hesitation dissolves into decision. The silhouetted figures introduce ambiguity and secrecy, removing clear identity and replacing it with suggestion. By obscuring faces and details, the visuals create a private space where desire feels hidden, personal, and unspoken, allowing the viewer to step into the moment of crossing without being fully seen.
The model is partially obscured, evoking mystery and secrecy, what remains is gesture, proximity, and intention. The bottle is not presented as an object to admire, but as something to approach. This anonymity allows the viewer to project themselves into the scene, turning the image into a psychological space rather than a portrait.
The project consists of a series of city light posters, each showing a different stage of closeness. Repetition reinforces the narrative, while subtle variations in posture and distance suggest progression. The visuals remain restrained, allowing the tension to build quietly across the series.
We kept the language minimal and decisive. The copy does not explain the image, it echoes the internal dialogue of the viewer. Short statements replace description, reinforcing the idea that desire does not need justification.
