FROM ZERO TO HERO IN A FEW SHORT SEASONS

GCDS MAKES A SPLASH

The world can’t get enough of playful streetwear brand GCDS, and neither can we. This eccentric Milan-based label perfectly captures the fun and energy of the city with its masterful blend of colour, cartoonish graphics and large-logo sweaters.

In womenswear this season, super-cropped hoodies and preppy swimsuits rub shoulders with dazzling chokers and white leather trainers with elasticated labels strung loudly across the top. Over in men’s the look is urban and sporty, with over-sized sweatshirts jostling for space with tops featuring the brand’s signature stripe motif and others sporting the monster fish graphic that’s gaining cult status among fans of the brand.

The rise of GCDS (short for God Can’t Destroy Streetwear) is nothing short of meteoric – the label is barely two years old and already it has made its debut at Milan fashion week. Not to be missed is the latest ad campaign – a short film starring Pamela Anderson and a dysfunctional group of louche friends trapped in a Californian desert-scape. Stylish, high-impact and highly irreverent, this campaign is the perfect showcase for a brand that likes to make bold statements with a rakish smile.

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