GCDS‘s Spring Summer 2024 campaign takes inspiration from the paparazzi-style photos like Bottega Veneta’s campaign featuring A$AP Rocky and Kendall Jenner, but in this case by actually hiring a celebrity paparazzo company to shoot and produce it. Titled “BACI DA L.A.,” the campaign is a collaboration with celebrity paparazzi company Backgrid, shot entirely in Los Angeles.
Creative director Giuliano Calza conceptualized the campaign, which captures candid moments in LA’s hotspots, including Chateau Marmont and Melrose Avenue. These “stolen moments” satirize the invasive nature of paparazzi photography, providing a unique perspective on the fashion. The campaign seeks to play with the borders between reality and editorial, drawing inspiration from hype culture and archival Vogue Italia imagery by Steven Meisel.
The fashion showcased in the campaign centers around GCDS’s iconic pieces, including logo-laden ready-to-wear, form-fitting crop tops, baggy hoodies, and various handbags such as the Heart Bag, Call-Me Comma Bag, and Comma Notte Bag. The campaign’s imagery captures models in scenarios resembling paparazzi shots, from casual outings to private moments, and highlights key accessories from the Spring/Summer 2024 collection.
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