The Calza brothers’ brand presents for the first time an eyewear collection, produced and distributed by Longarone. Shot by Vito Fernicola, the release campaign captures what the glasses hide, accentuating the moods of the protagonists, from Marco Varcoe to Alva Claire, from Magdaleno Delgado to Leebo Freeman.
GCDS enters the world of eyewear. And it does so with a high-impact campaign, which tells the different faces and facets of the brand founded by Giuliano and Giordano Calza. With the name of «All the faces of Gcds», the campaign, taken by Vito Fernicola, focuses attention beyond the glasses, capturing what the accessory hide. From emotive, playful looks, the focus is on the faces behind the lenses.
Calza says about the collection: “We are launching 12 new shapes, which to me are the essentials. But the presentation of the collection will be divided into 2 yearly drops — expect new models and eye candies that will drop when life gets boring.”
Restoring legitimacy to the glasses as a mask, the shots, made under the artistic direction of Giuliano Calza, accentuate the mood of the protagonists who interpret the iconic eyewear of Gcds, from Marco Varcoe to Alva Claire, from Magdaleno Delgado to Leebo Freeman. Featuring frames that reflect the ironic, elegant and sophisticated style of Gcds, the glasses are produced and distributed exclusively worldwide by Marcolin, which has recently renewed its eyewear license with Guess until 2030 (see MFF on 11 June), with which the Calza brothers’ brand has a five-year partnership up to 2024.
The designer said in an interview that he’s obsessed with big glasses and masks: “I really have an obsession with masks and big glasses,” the designer admits with a laugh, “One of my favorites from the collection is the Elvis model — having it in pink really makes it over-the-top and fun. I also love the divah model, a big ’70s frame that screams ‘I just killed my boyfriend.’ I especially like styling that particular model on menswear, but it takes character!”
When Giuliano is asked whether he’s going to drop a collaboration with Italy’s hottest young designers, Calza says: “We alway fantasize about it and come up with so many ideas, but nothing is yet in the making!”
“A side of me is very excited because the nature of the people and the brands around me are all pretty different and the clash would be amazing, the other side is terrified by this creative pool and the potential result.”
From the rock-infused black and white tones to the more eccentric and vibrant colours, the campaign introduces different worlds to the line of Divah masks, with squared shapes, the boldest City and Kitty, as well as Cherry glasses with cherry lenses. The collection is available on the gcdswear.com website and in selected optical stores.
Here are our favourites:
GCDS Blow pilot sunglasses
GCDS Riderz mask sunglasses
Words by Tommaso Donati
