EXCLUSIVE: GCDS

FROM MILAN WITH LOVE

The latest tie-up is for men with hot Milan-based streetwear brand GCDS founded in 2015 by brothers Giuliano and Giordano Calza, creative director and CEO respectively.

The result is a variation on the label’s iconic logoed sweatshirt reimagined via an exclusive brick red shade. Another standout element are the blue and white bands on the left arm, a departure for the typical tonal coloring of the GCDS’s logo.

 The capsule stems from the desire to show how the success story of a blooming young brand like GCDS, whose F/W 2017 sales jumped 300 percent against S/S 2017, starts in the heart of Milan, elevated by Made in Italy craftsmanship and by the desire to propel a young and fresh image of Italy, albeit one with a high-resonating global connection.

A favorite among influencers such as Kendall Jenner, Rita Ora, Joe Jonas, Bella Hadid, Sofia Richie and Chiara Ferragni, GCDS has tapped singer and trendsetter Caroline Vreeland to front its spring advertising campaign. Lensed by Jason Lee Parry, the images are steamy and bold, capturing Vreeland and model Adonis Bosso, clad in multicolored, come-hither garb, as a couple spending their honeymoon in a Los Angeles hotel.