GCDS SS26: CRAFTSMANSHIP THROUGH FUN IN THE TENTH ANNIVERSARY OF THE BRAND
Giuliano Calza didn’t imagine becoming the ambassador of Italian fashion in just a decade of work. His relationships with the whole pop culture world led him to become one of the youngest entrepreneurs achieving his level of success in the world of fashion (in an era where money is lacking). It’s admirable to see how GCDS has evolved since the beginning of a fun and quirky fashion project. With the collection Spring Summer 26, the brand is celebrating ten years in a convulsive industry, elevating their icons and their capacity to attract media into a whole new level. With a proposal that is erasing any type of inconsistency that the brand might have in the past.
“What’s in My Bag” is a satire to the videos that lots of friends of the brand has been sponsored to do with a major publication. Taking media elements to create a collection is quite cheeky in this industry. A viral catchphrase that is transformed into a fully immersive universe, where the shopping bag of GCDS is pouring 52 looks with the intention to elevate the codes of the brand, celebrating the process of becoming an establishment in fashion that celebrities rely on to wear in daily occasions. Where attitude is more important than any other quality, where wanting to be seen is the more important objective of the day.
A tenth anniversary that is marked by an incredible soundtrack by Cobrah and a special collaboration with Valentino Rossi. The Internet’s favorite child is creating a collection about the trend that has carried the world of accessories for years. Calza is celebrating his identity, irony and excess with the faces that have sculpted the idea of the brand in the mind of the consumer, getting that diverse casting in a hectic schedule is such a task and they take off with this one. It is an autobiography in motion where the mundane is fantastic and where the whole audience is engaged to see what’s coming next.
There is a grown-up approach in this collection, where the designer reflects on the idea of emotional baggage. A term that is used to describe the knowledge that you bring to the table after all your life experience, what you’ve collected along the way. An elevation of feelings and situations, where even the mundane is fantastic. A gift for the designer that started the brand back in 2016 and dreamed about the present (how the brand is still rolling and the different clients that have aligned with the vision since day one). The other big idea that is collaged into the collection is the craft behind every garment, proving that Made in Italy craftsmanship can be fun. GCDS is always surprising the audience with elements of kitsch and is not gonna stop for now, contemporary energy and pop experimentation are going to still be present in Milan after all these years.