Maison / Campagne - 2/2/22
The mythological magic of the sea comes to the surface in an all-new campaign for GCDS SS22. A high fashion fantasy mixes sun-drenched surrealism with the here and now, pushing toward a bright, beach-filled tomorrow. Shot by Javier Ruiz in Madrid, the campaign continues GCDS’ seasonal focus on Spanish collaborators with talents including Arón Piper, Rebeca Solana, Emmanuel Yebe and Hernán Cano. Dive into a fantasy land full of surreal, oversized aquatic props, a world where sandcastles are immaculate, fish float in air, and Venus finds her way out of her seashell. For the campaign, GCDS carries its message along from the runway show, bringing its modern fairytale into a striking everyday, ready to hit the streets.
It’s not a GCDS party without some signature eclecticism, though. Think sparkling stone tops, sky high platform pumps, and decorated denim galore. In typical under-the-sea fashion, snakeskin-effect bikinis swim up next to scaled bodysuits that transform even the most land-locked into mermaids.
No sea-faring adventure would be complete without a dose of wonder. Present in many of the images is GCDS’ collaboration with the Japanese animated series One Piece. Find their pirate character, Skull Mark, embroidered on dresses and made the star on macramé tops.
Inspiration abounds as sea comes to land for the SS22 campaign. Dreams meet reality, and spend the day together under the Spanish sun, reveling in what they’ve created.
Photographer: Javier Ruiz
Talents: Arón Piper, Rebeca Solana, Emmanuel Yebe, Hernán Cano
Creative Director: Giuliano Calza
Video: Rogelio
Location: Madrid
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