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The French brand Givenchy was founded in 1952 by Hubert de Givenchy, who was the first high fashion designer to create a luxury ready-to-wear line. He then launched the men's collection in 1969, which nowadays brings a refined streetwear/sportswear edge to menswear referred to as "street couture". Riccardo Tisci became the fashion house's creative director in 2005 and has since introduced various iconic motifs including the rottweiler, Jesus Christ and Madonna imagery, and the number 17 with a sense of dark romance. Thus, Givenchy's urban appeal transforms staple pieces into luxurious must-have statement items.