While the collection was intended as a pop take on the Neapolitan roots of GCDS founder and creative director Giuliano Calza, the campaign was set in Los Angeles, considered by the designer the world’s entertainment capital and ultimate gravitational point for celebrities.
“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.”
The brand also stated it drew inspiration from the current hype culture as well as archival Vogue Italia imagery by Steven Meisel to recreate pictures that could “blur the line between reality and editorial.”
Although rooted in the same idea, Bottega Veneta’s execution of its pre-spring 2024 campaign was slightly different, as the Italian brand sourced images of A$AP Rocky and Jenner running errands or facing fan frenzy in its head-to-toe looks directly from image services such as Backgrid as well as Getty Images.
So, is this officially the end of ultra-glossy fashion campaigns? Is fashion headed towards a more raw, candid, unplanned direction overall? Well, Even though A$AP’s Bottega campaign and GCDS’ latest offering certainly cements the movement as a trend, the images are still highly conceptual, and you just know there were a thousand creative calls that occurred before the shoot even began. But still, like all good paparazzi shots, they’re definitely going to make headlines.
