GCDS has just unveiled their SS24 campaign titled BACI DA L.A., which the brand shot in collaboration with famed celebrity paparazzi agency Backgrid.
The images capture the everyday of Los Angeles, the city of dreams and entertainment, with photographs of models portraying a lifestyle in both public and private settings. The outcome questions the rehearsed versus real nature of celebrity culture in the authentic and candid setting of a paparazzi shot.
GCDS x Backgrid SS24
The campaign was heavily inspired by the brand’s Creative Director Giuliano Calza’s most loved spots, combining the essence of American culture and the Made in Italy aesthetic.
The images feature various GCDS ready-to-wear pieces, accessories, and a new collection of logo pieces, including crop t-shirts and hoodies. The GCDS Heart Bag and the Call-Me Comma Bag are on full display, alongside the Comma Notte Bag’s first appearance in a campaign.
GCDS x Backgrid SS24
Concluding the outcome is an image shot outside the Chateau Marmont featuring a model wearing the brand’s SS24 closing look of their latest runway show, a fluffy metallic maxi gown in silver lurex with a drop drape at the back revealing a corset underneath.
GCDS x Backgrid SS24
The campaign was influenced by contemporary hype culture alongside also drawing inspiration from Franca Sozzani and Steven Meisel’s storied shoot from twenty years ago. The outcome is a hybrid of reality and editorial with its fusion of informal imagery and the conversation of fashion.
“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.” — Giuliano Calza
by Nicole Pereira