GCDS unveils the Spring Summer 2024 campaign: KISSES FROM L.A. - in collaboration with Backgrid.

GCDS launches its first fashion campaign entirely shot and produced by Backgrid.

Through a series of candid shots, GCDS merges two universes into one. The Italy of the paparazzi is transported to the world's entertainment capital: Los Angeles, capturing spontaneous and informal moments. Using its signature ironic tone, GCDS introduces fashion into a daily reality where what is real and what is fake can no longer be distinguished.

The shots in the Californian metropolis are inspired by the favorite places of Creative Director Giuliano Calza; each photo integrates American culture and the brand's Made in Italy aesthetic.

The campaign captures the essence of Los Angeles celebrity culture.

The iconic accessories and ready-to-wear pieces from the SS24 collection define the shots. Introducing the capsule collection of branded basics, including crop tees and oversized hoodies. The campaign features GCDS hit bags: the Heart bag, the Call-me Comma bag, and launches the new Comma Notte bag presented in Monogram denim, silver, and raffia versions, characterized by an asymmetric silhouette and silver metallic details.

Giuliano Calza, the creative mind behind GCDS, reflects on the campaign, stating: “LA is the perfect place to give life and soul to clothes far beyond the runway. In a world that often overlooks the beauty of the everyday, getting out of the studio to shoot this campaign was a rare and stimulating experience.”

Credits

Creative Direction: Giuliano Calza
Photography: @backgrid
Stylist: @ryandodson
Hair Stylist: @e_mendez
Makeup Artist: @robrumseymua
Creative Production: @tiagi

Spring Summer 2024 Women's/Men's Campaign
Cast: @brittanynoon, @anaaa_miaaa, @owenlindberg, @chuol_nnyawurh, @dayveontayjackson,@kaylaa_dunlap