GCDS x Hello Kitty

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Hello Kitty

Hello Kitty Collection

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**GCDS x Hello Kitty Bakery**
**50th Anniversary Celebration **
 
The Italian fashion Brand GCDS and Sanrio have continued their partnership since 2017 and are joining forces once again on May 8th to celebrate Hello Kitty's Golden Anniversary.

For this special occasion, GCDS is collaborating with PAN Milano, a Japanese bakery where classic viennoiserie pastries meet famous Japanese recipes in a carefully curated and minimal space that will be customized with GCDS x Hello Kitty elements and will offer visitors the famous Shokupan and Hello Kitty-shaped donuts.

For five decades, Hello Kitty has inspired generations, and her message of friendship, kindness, and inclusivity transcends cultures and continues to resonate with fans of all ages. Values that GCDS also embodies in its communications and campaigns becoming a creative universe that blends pop culture, luxury, playfulness, and Italian craftsmanship.

**GCDS x Hello Kitty Bakery**
**50th Anniversary Celebration **
 
The Italian fashion Brand GCDS and Sanrio have continued their partnership since 2017 and are joining forces once again on May 8th to celebrate Hello Kitty's Golden Anniversary.

For this special occasion, GCDS is collaborating with PAN Milano, a Japanese bakery where classic viennoiserie pastries meet famous Japanese recipes in a carefully curated and minimal space that will be customized with GCDS x Hello Kitty elements and will offer visitors the famous Shokupan and Hello Kitty-shaped donuts.

For five decades, Hello Kitty has inspired generations, and her message of friendship, kindness, and inclusivity transcends cultures and continues to resonate with fans of all ages. Values that GCDS also embodies in its communications and campaigns becoming a creative universe that blends pop culture, luxury, playfulness, and Italian craftsmanship.

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**Join us on May 8th at PAN Milano to celebrate our ongoing collaboration with Hello Kitty and discover all the surprises we have for you.**
Via Leopoldo Cicognara 19, Milano

**Join us on May 8th at PAN Milano to celebrate our ongoing collaboration with Hello Kitty and discover all the surprises we have for you.**
 Via Leopoldo Cicognara 19, Milano

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**Explore the SS24 GCDS x Hello Kitty Capsule**
 
At the heart of the partnership is the GCDS x Hello Kitty SS4 Capsule collection, merging its craftmanship expertise with a timeless icon, showcasing new ready-to-wear pieces alongside popular best sellers like the GCDS Crochet Bikini, worn by several celebrities.

**Explore the SS24 GCDS x Hello Kitty Capsule**
 
At the heart of the partnership is the GCDS x Hello Kitty SS4 Capsule collection, merging its craftmanship expertise with a timeless icon, showcasing new ready-to-wear pieces alongside popular best sellers like the GCDS Crochet Bikini, worn by several celebrities.

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Fall Winter 2024

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Why should kids have all the fun? Adults deserve toys too, and in the GCDS world that means injecting the unparalleled quality of Made in Italy goods 
with pop culture influences. 
These indulgences, dubbed Toys for Adults, will tempt you by speaking to your inner child.

The Fall Winter 2024 collection reverts to that childhood nostalgia with inherent dualism and ironies, 
exploring memories, fragments of life and moods through a distinctly GCDS lens. 
This collection celebrates something fundamental: embracing and remaining connected to the multifaceted nature of one's desires rather than abandoning them.
Garments and accessories reflect the idea of purity and innocence with the use of light nuances and knitted ensembles that reveal the body in its most natural form, but also of adulthood sensuality through deep shapes and necklines and the use of leather and lurex.

In continuity with its surreal design, the collection celebrates an official collaboration with Universal, with the original artwork of Dracula crystallized on structured mini dresses and men's suits, and Chucky, the notorious killer doll, captured in the fabric of accessories in 90s style, 
and in its iconic "Good Guys" hammer reinterpreted as a bag.

Why should kids have all the fun? Adults deserve toys too, and in the GCDS world that means injecting the unparalleled quality of Made in Italy goods with pop culture influences. These indulgences, dubbed Toys for Adults, will tempt you by speaking to your inner child.

The Fall Winter 2024 collection reverts to that childhood nostalgia with inherent dualism and ironies, exploring memories, fragments of life and moods through a distinctly GCDS lens. 
This collection celebrates something fundamental: embracing and remaining connected to the multifaceted nature of one's desires rather than abandoning them.
Garments and accessories reflect the idea of purity and innocence with the use of light nuances and knitted ensembles that reveal the body in its most natural form, but also of adulthood sensuality through deep shapes and necklines and the use of leather and lurex.

In continuity with its surreal design, the collection celebrates an official collaboration with Universal, with the original artwork of Dracula crystallized on structured mini dresses and men's suits, and Chucky, the notorious killer doll, captured in the fabric of accessories in 90s style, and in its iconic "Good Guys" hammer reinterpreted as a bag.

Fall Winter 2024 Fashion Show "TOYS FOR ADULTS"

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Behind the Scenes

**Soundtrack**

Musical selections from the Universal Pictures Film
Music catalog arranged & performed by Joseph Schiano di Lombo

**Soundtrack**

Musical selections from the Universal Pictures Film
Music catalog arranged & performed by Joseph Schiano di Lombo

**Front Row**

Guests from the Fall Winter 2024 Fashion Show

**Front Row**

Guests from the Fall Winter 2024 Fashion Show

Baci da L.A.

New Arrivals

GCDS, the Italian fashion darling, upends expectation with its latest project, the first fashion campaign entirely shot and produced by Backgrid. 

Through a series of off-the-cuff images, GCDS takes a bold step by fusing disparate worlds into one. The energy of Italy and its history with the paparazzi is transported to Los Angeles, the entertainment capital of the world, giving way to stolen moments in an authentic, informal style.  

What’s real and what’s rehearsed comes into question, upholding the brand’sironic tone, and framing fashion within an immediate reality. 

Taking inspiration from Creative Director Giuliano Calza’ spreferred hotspots in the Californian metropolis, each photo seamlessly integrates American culture and the brand’s Made in Italy aesthetic. 

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The campaign captures the essence of Los Angeles and the celebrity snaps we’ve grown accustomed to.  

Also in the mix are several ready-to-wear and accessory icons. A new capsule of staple logo pieces is on full display, including form-fitting crop tees and loose, wear-anywhere logo hoodies. The campaign also features some of the most celebrated GCDS bags, including the Heart Bag and the home phone-inspired Call-Me Comma Bag. Making its campaign debut: the Comma Notte Bag, featuring an asymmetric silhouette enhanced by silver metallic details, and offered in a range of styles from laser-embossed monogram denim to silver and raffia. 

Giuliano, the mind behind GCDS, reflects on the campaign, stating, *“LA is the perfect playground to bring clothing to life, animating looks beyond the runway. 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”. *

**Discover the Spring Summer 2024 Collection**

SS24 Campaign: Baci da L.A.

Baci da L.A

Creative Director: Giuliano Calza
Photographer: @backgrid
Stylist: @ryandodson
Hair Stylist: @e_mendez
Makeup Artist: @robrumseymua
Creative Production: @tiagi

**Women's/Men's Spring Summer 2024 Campaign**

Cast: @brittanynoon, @anaaa_miaaa, @owenlindberg, @chuol_nnyawurh, @dayveontayjackson, @kaylaa_dunlap

Credits

GCDS unveils the Spring Summer 2024 campaign: BACI DA L.A. - in collaboration with Backgrid 

Spring Summer 2024

"Every journey ends where it began: home. Coming back, however, does not mean reversing the course of time, nor that of space, but inhabiting one's own place once again with the awareness and knowledge acquired away and along the way."

Giuliano Calza's GCDS Spring/Summer 2024 collection marks a decisive homecoming, and the fashion show, not surprisingly, takes place in the GCDS Headquarters in Milan.
Starting from authenticity, the collection is expressed through the expansion and amplification of an idea, that of returning to the origins.
Giuliano explores the Neapolitan roots, but also the origins of the brand: all with a new awareness, which is essentially the Atelier feeling that has marked the growth of the brand in recent years.

There is a desire to mix denim and leather, but also straw and tweed. There are loafers and white socks, tailored pieces and shirts, long and short ribbed dresses and touches of glamour. All presented with a certain spontaneity, with the lightheartedness of those who appreciate formality and break it up a bit, wearing the garments instinctively.

Spring Summer 2024 Fashion Show

SS 2024 Merchandising

GCDS Headquarters in Milan becomes the setting for the Spring Summer 2024 fashion show.
The fashion show space is transformed into a set that recalls the atelier presentations that were a must once upon a time. Opting for a more delicate and neutral palette, such as ivory draperies and carpeted floors, the intimate and lounge-like atmosphere allows guests to bask without distraction and appreciate the true essence of the collection.
There is nothing Giuliano loves more than making clothes: objects with meaning and everyday use, companions on life's journey. Punctuating the entire fashion show is the 80s pop music of Pino D'Angiò.

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Guests from the Spring Summer 2024 Fashion Show.


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**WHAT’S YOUR "MOMENTO ZERO"? **

On the occasion of the launch of Pepsi Zero in Italy, GCDS and Pepsi have come together in a surprising collaboration, 
creating a limited edition capsule collection, presented by the advertising campaign shot in Los Angeles with the motto: What's your Moment Zero?

In the campaign spot, directed by the Morelli Brothers, we see the artist Sfera Ebbasta as one of the protagonists,
accompanied by Veneda Carter, Dita Von Teese, and Giuliano Calza, who are wearing pieces from the exclusive capsule collection available on gcds.com

Watch video e discover the collection online now!

Gcds x Pepsi

**GCDS x Pepsi Mini Can Tour **

**Napoli**
Piazza Trento e Trieste

**Palermo**
Via Vittorio Emanuele 248

**Roma**
Piazza Americo Capponi

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GCDS x Pepsi Mini Can Tour

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Gcds and Pepsi join together to celebrate all the success stories that originated from a "Momento Zero."

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This is only the begining, we want to build our project around our community, so if you have more ideas we are all ears.

BENEFITS

Aliens from a multi-dimensional diversity: adopt a limited edition, unique Baby Wirdo NFT and join the growing GCDS family.

Introducing ‘Wirdo’, the cutest alien on the internet, who’s looking for a home to celebrate distinctiveness and pull humanity back together again.

Become part of the all-entities-welcome GCDS alien family, gaining access to members-only discounts, limited edition items and events. With a 30% discount on selected e-commerce pieces, automatic entries to giveaways, and priority sales of raffles and runway show passes.

Buy one or more of the 4,888 unique Baby Wirdo NFTs today, and contribute to a mentally healthier world with a part of the proceeds donated to <a href="https://ilga-europe.org/" target="_blank">ILGA Europe</a>.

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