GCDS Spring/Summer 2024 campaign
by Gabriel Córdoba Acosta
Giuliano Calza, founder and creative director of GCDS, kicks off February in the best possible way, presenting his Spring/Summer 2024 campaign, shot and produced entirely by iconic celebrity paparazzi agency Backgrid.
The designer’s new launch fuses disparate worlds into one, such as the energy of Italy and its history with the paparazzi, and the entertainment capital of the world, Los Angeles. The result of this union, reminiscent of Franca Sozzani and Steven Meisel’s historic shooting two decades ago, is a selection of images that portray stolen moments (in the purest celebrity style) with an authentic and informal style, always maintaining the brand’s ironic tone and framing fashion in an immediate reality, in the Italian’s favourite places in the Californian metropolis. Each photo seamlessly integrates American culture and GCDS’s Made in Italy aesthetic and pulls back the curtain on everyday life, revealing private moments we shouldn’t see and public activities to dissect: where do celebrities dine, what cars do they drive and how does the knowledge of their whereabouts influence contemporary culture?
When the paparazzi catch celebrities in such moments, they are wearing the brand’s ready-to-wear from a new capsule of logo-printed basics, including slim-fit T-shirts and loose-fitting, wear-everywhere sweatshirts. The image portfolio also features some of the brand’s most celebrated bags but also debuts the “Comma Notte Bag”, an asymmetric silhouette with silver metallic detailing, available in a range of styles from laser-etched monogrammed denim to silver and raffia.
Calza is more than happy to have shot this campaign in Los Angeles, and he expressed it as follows: “LA is the perfect playground to bring clothing to life, animating looks beyond the runway. In a world that often overlooks the beauty of the every day, stepping out of the studio to capture this campaign was a rare and refreshing experience.”
Have a look at the images from the GCDS Spring/Summer 2024 campaign below:
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