Opening in a dry, barren landscape, the campaign video from GCDS’ Spring Summer collection is taking us to another world. Premiering during Milan Fashion Week, the eerie red glow across sandy landscape sets the scene for a series of looks perfect for hot summer destinations. Straw sun hats, matching linen sets, 70s floral prints, and bikini cover-ups prove you will certainly be summer-ready wearing GCDS.
From Nathy Peluso’s feature in the campaign, we are taking major inspiration from the chunky highlights and simple glam makeup of the rising Latin artist. Closing a flip phone with dramatically long, bright orange nails in the video, the model wears a block-coloured bikini coverup, splitting to reveal knee-length light, blue denim shorts. The shorts have been roughly cut to produce frayed edges, contrasting the elegant accents of dripping jewels. The light denim, slip-on mule heels and flowing cape-like top brings together lavish Y2K sparkles with the loud gold accessories and flowing fabrics of the 1970s.
The show opens, like the campaign video, with classic, recognizable beachwear. Various shades of blue, patterns of waves, and flying birds are incorporated into the early outfits. Knitwear accessories have fun patterns of seaside scenes which emphasize beach holiday themes. Textured fabrics also make early appearances alongside beach looks. A rough, towel-like fabric is used to create an asymmetrical mini dress, paired with various woven bag accessories.
Photo Credits: GCDS Spring Summer 2022/ gcds.it
Slowly the simplistic beachwear turns into bold eveningwear, influenced by 1970s disco. A matching men’s suit with a black shirt printed with gold chains is paired with platform sandals and oversized sunglasses for a disco-ready look. This look revamps the signature Italian suits associated with Milan Fashion Week into a lighthearted, statement piece made for the dance floor. The matching women’s look consisted of a glittering halter-top and wide-leg trousers with GCDS monogrammed earrings and a round tortoise-shell handbag, looking equally disco-ready.
Continuing the journey through fashionable periods, a series of light blue denim looks appear with 1990s references and Y2K crystal detailing. The blinged-out circular bikini top monogrammed with GCDS instantly recalls the iconic teeny tiny Chanel bikini from Spring 1996. The low-waisted baggy jeans also recall 1990s aesthetics from American streetwear. Moving onto sweetheart necklines and an asymmetrical denim mini dress, the light-washed denim looks transition from the 1990s into crystallised early 2000s with sweet choker necklaces and chunky platform heels.
GCDS takes us on a time-traveling journey through fashionable decades for their Spring/Summer 2022 collection. From natural summer beachwear to 1970s disco, Karl Lagerfeld’s Chanel, the sparkling 2000s, and finally, consideration of what future fashion will look like. GCDS showcases the cyclical nature of the trend cycle, whilst providing chic and timeless pieces that have continued to trend since they were originally established in fashion.
Words by Caitlin Sahin
Photo Credit: GCDS
