Yet, last week’s perfume launch in New York is just one of the many news mentions for Givenchy as the label's popularity increases among the fashionista set.

Nicole Kidman as a guest at the Late Show With David Letterman to promote her latest movie “Bewitched” was seen wearing a white wool dress with white organza overlay.

Penelope Cruz had been choosing Givenchy as well. During the Roman premiere of her blockbuster movie, “Sahara” and during the recently concluded Cannes Film Festival, the Spanish siren wore a Givenchy petrol blue chiffon shift dress on the photocall of “Chromophobia”

Other notables are Ashley Olsen wearing a vintage Givenchy during the amfAR event in Cannes, Sheryl Crow during Saks Unforgettable Evening in Los Angeles and Drea de Matteo during the Golden Globes, also in Los Angeles.

Givenchy Homme as designed by Ozwald Boateng is also fast becoming a favorite among the celebrities. Lance Armstrong during Saks Unforgettable Evening was seen donning a Givenchy suit and so was Mos Def during the Golden Globes Awards.

And during the Cannes Film Festival, Luc and Jean-Pierre Dardenne accepted their awards wearing Givenchy Homme.

The House of Givenchy has a long history with Hollywood and dressing celebrities, the most unforgettable being Audrey Hepburn.

Yet, the classic beauty and iconic status of Audrey Hepburn had become a double-edged sword for the House.

For those who remember the movie “Breakfast at Tiffany’s” very well, the beautiful classic silhouettes created by Monsieur Givenchy are forever etched in their mind. And somehow, a lot got stuck with that vision, albeit on overdrive.

Choosing Liv Tyler to be the face of the brand and keeping her for the several years has been good for the brand. A rock royalty and a celebrity in her own right, thanks to the global popularity of the Academy Award winning movie, “The Lord of the Rings” trilogy, Liv Tyler has become one of the icons of the Echo Boomer generation, the new emerging force in market demographics.

The Echo Boomer generation, together with Gen X who is replacing the Baby Boomers as the “big spenders” according to a recent survey by American Express, Givenchy is “re-introducing” the label at the right time.

Gen X spending far exceeds the Baby Boomers in a number of luxury goods categories including:

According the American Express survey, Gen X (those born between 1965 and 1976) spend 18% more on luxury goods than Baby Boomers on luxury goods annually. ($26,751 compared with $22,631)

Yearly, Gen Xers spend $3,235 on fragrance, cosmetics and beauty products compared to $2,017 by Baby Boomers, approximately 60% more.

The trend is the same with fashion accessories and men’s & women’s clothing, wherein Gen Xers spend 47% and 37% more than Baby Boomers, respectively.

And with two very talented Creative Directors at the helm, Riccardo Tisci for womenswear& couture and Ozwald Boateng for menswear, Givenchy has nowhere to go but UP!

So, in July, during the Paris menswear and haute couture seasons, expect a big salvo from the House as Riccardo Tisci debuts on the haute couture runway and Ozwald Boateng signs his third collection for Givenchy Homme.