Embracing Italian Roots with Contemporary Flair
GCDS’s latest campaign for FW 23-24 delves deep into the essence of Naples, reflecting its founder Giuliano Calza’s nostalgic connection to his Italian heritage. Directed by Giuliano and photographed by Studio Ellisse, the campaign exudes authenticity, highlighting daily routines and the charm of Naples.
Central to this campaign is the Comma bag, especially its mirror-effect leather variant, which pops against the renowned Piazza Plebiscito backdrop. The setting moves from the bustling square to intimate home interiors, showcasing a range of clothing and accessories worn with a casual flair. The imagery captures scenes of camaraderie, like pizza shared among friends, symbolizing the freedom to be oneself.
In a fusion of vintage and contemporary, the Comma bag gets a twist with a vintage phone handset as its handle in a striking fluorescent yellow. Pieces like a jacquard wool cardigan hark back to the comforts of childhood, while the classic bouclé fabric is reimagined in designs that blend both masculine and feminine elements.
The FW 23-24 campaign’s candid yet polished visuals signify a new direction for GCDS, encapsulating the brand’s intricate and deeply personal design philosophy.
Photographer: @studioellisse Creative Direction: @giulianocalza Styling: @elenamottola Models: @stellaluciadeopito @fisfirico @thevictoriastella @teddycorsica