1 February 2024

The paparazzi craze continues with the GCDS SS24 campaign

For their latest campaign, the Italian label took to the streets with celebrity photo company Backgrid.

In the aftermath of the Bottega Veneta shots featuring A$AP Rocky and Kendall Jenner that went viral last month, GCDS revealed its own peculiar spin on the paparazzi shot for their SS24 campaign.

Entirely shot and produced by celebrity paparazzi company Backgrid, the campaign nods to early 2000s tabloids and gossip culture, catching GCDS models in private moments, public day-to-day activities and even temper outbursts, all the while wearing the brand’s SS24 designs.

Other images portray talents caught skinny-dipping in a pool or friends pushing away paparazzi by flipping smoothies – or flipping them off, directly. While close-up imagery spotlights the main accessories of the season, including the Heart bag, the home phone-shaped Call-Me Comma bag and the new asymmetric rendition of the Comme Notte bag. A picture taken outside Chateau Marmont also highlights a theatrical gown in silver lurex that closed GCDS’ show in September.

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.

  • Writer Chris Saunders
  • Banner Image Credit GCDS

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