Staying hydrated is the new black. Where high fashion once gawked at the premise of crafting accessories that served any sort of functional use, the tide has invariably turned. From Balenciaga’s H2O to Fendi’s stainless steel addition, it’s never been more fashionable to fully-stocked. Perhaps it’s the rise of VSCO girls or simply a collective advocation for hydration, but water bottles are all the rage, and French Maison Givenchy is the latest to wade into the waters.
For its Spring/Summer 2022 runway, Givenchy has unveiled a 4G flask with a removable black leather shoulder strap accented by the brand’s iconic asymmetrical metal tips. Designed by Givenchy creative director and founder of 1017 ALYX 9SM, Matthew M Williams, the Givenchy 4G flask is made entirely from aluminium and polished to a high-shine silver finish. It also has the 4G emblem on the screw cap top and the classic Givenchy branding on the lower section of the front panel.
Naturally, it’s avant-garde artistry with a touch of hydro-homie haute couture, and it has the price tag to match. Givenchy has listed the new 4G Flash at a price point of AUD$600. Considering Balenciaga’s H2O bottle was released at just AUD$175, it’s certainly a step up in the designer water bottle stakes, but they aren’t alone.
Prada venture into the world of wilderness trekking with Escape saw the brand introduce reusable water and thermal bottles, while king of the commercial crossover Virgil Abloh’s deal with Evian may have topped all comers. Say what you will about the viability of modern fashion, but image is everything.