GCDS, the Italian fashion darling, upends expectation with its latest project, the first fashion campaign entirely shot and produced by Backgrid.Through a series of off-the-cuff images, GCDS takes a bold step by fusing disparate worlds into one. The energy of Italy and its history with the paparazzi is transported to Los Angeles, the entertainment capital of the world, giving way to stolen moments in an authentic, informal style.What’s real and what’s rehearsed comes into question, upholding the brand’sironic tone, and framing fashion within an immediate reality.Taking inspiration from Creative Director Giuliano Calza’ spreferred hotspots in the Californian metropolis, each photo seamlessly integrates American culture and the brand’s Made in Italy aesthetic.

The campaign captures the essence of Los Angeles and the celebrity snaps we’ve grown accustomed to.Also in the mix are several ready-to-wear and accessory icons. A new capsule of staple logo pieces is on full display, including form-fitting crop tees and loose, wear-anywhere logo hoodies. The campaign also features some of the most celebrated GCDS bags, including the Heart Bag and the home phone-inspired Call-Me Comma Bag. Making its campaign debut: the Comma Notte Bag, featuring an asymmetric silhouette enhanced by silver metallic details, and offered in a range of styles from laser-embossed monogram denim to silver and raffia.Giuliano, the mind behind GCDS, reflects on the campaign, stating, *“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 everyday, stepping out of the studio to capture this campaign was a rare and refreshing experience”.

Credits

Creative direction: Giuliano Calza
Photography: @backgrid
Stylist: @ryandodson
Hair Stylist: @e_mendez
Makeup Artist: @robrumseymua
Creative production: @tiagi
Women's/Men's Spring Summer 2024 Campaign
Cast: @brittanynoon, @anaaa_miaaa, @owenlindberg, @chuol_nnyawurh, @dayveontayjackson,@kaylaa_dunlap