GCDS present their Spring/Summer 2024 campaign, produced and photographed in Los Angeles by celebrity paparazzi agency Backgrid.
Founder and creative director of GCDS, Giuliano Calza notes: “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.”
GCDS invites you to K-HAWAII…. in Milan!
K-Hawaii is GCDS’s modernized amalgamation of the word Kawaii (cute or adorable in Japanese) and Hawaii, one of the most beautiful places in the world, a tropical paradise rich with history. GCDS presents summertime seduction, where Kawaii is cute and at the same time sexy. This futuristic take on manga touches on the very concepts that formed the genre: a careful balance of suspense and humor, regulation versus fantasy, and idealized love featuring over-stylized and over-sexualized heroines.
Kawaii is represented by iconic pop symbols from The Care Bears to Hello Kitty, with vibrant colors and playful prints, all fused together by Anna Trevelyan’s styling.
