In the aftermath of Bottega Veneta’s viral paparazzi campaign that starred A$AP Rocky and Kendall Jenner last month, GCDS is the latest fashion brand to utilize the raw photography style for its promotional imagery. Titled “BACI DA L.A.,” the Italian brand’s Spring/Summer 2024 campaign was entirely shot and produced by celebrity paparazzi company, Backgrid, in Los Angeles.
Thought up by creative director Giuliano Calza, the sartorial deliver includes a number of off-the-cuff images taken in the designer’s favorite LA hotspots, including on the curb of Chateau Marmont and next to the flashy cars on Melrose Avenue. Here, GCDS captures “stolen moments,” satirizing the often-invasive “peeks behind the curtain” that paparazzi relentlessly chase.
“LA is the perfect playground to bring clothing to life, animating looks beyond the runway,” said Calza in a statement. “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.”
As for the fashion, the campaign centers the label’s icons: classic logo-laden ready-to-wear, form-hugging crop tops, baggy hoodies, the Heart Bag, the Call-Me Comma Bag and the Comma Notte Bag. Notably, the maxi gown, pictured outside the Chateau, was crafted by Calza to include silver lurex and a corset body.
Explore GCDS’ Spring/Summer 2024 campaign in the gallery above.
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