The GR10K Spring/Summer 2025 campaign takes inspiration from a single frame in James Banning’s Landscape Suicide. The frame shows a hunting scene: a man in a bright red parka carries the body of a dead deer. This image becomes the starting point for the campaign, which explores the relationship between fashion photography and the idea of hunting. The photoshoot turns the act of capturing an image into a kind of hunt, where the camera is the weapon, and the model is the prey.

At the center of the campaign is a proxy carcass, made by hairstylist Michael Delmas using leftover animal fur and hairpieces. This object is not just a prop but a way to reflect on how fashion photography is staged. It asks questions about what we see and what we don’t, and how images are constructed to tell a story.

The campaign features two models, photographed in different ways. Some images are traditional, full-bleed JPEGs, while others show the set itself, including the behind-the-scenes actions and directions given to the models. There’s also a deliberate loss of definition in some shots, as if the images are breaking down. This blurring and distortion remind us of the obsession with perfection in photography, where even errors—like glitches or faults in image processing—become part of the art.

The campaign was photographed by Salvatore Caputo and Colin Le Dorlot, with creative direction by Armature Globale and Andrea Slaviero. Check it out below: