13 more

Emblematic of the sea change between apparent “high” and “low” fashion (if that distinction is still even relevant anymore), GCDS, along with three other independent Italian labels, were given free-reign to reinterpret the new #Techpack line from Nike’s Italian arm, in an editorial curated specially by nssmag.com.

NSS’ “Save the Dream” editorial saw Italian designer Silvia Di Grazia’s On and On join Les Géométries and GCDS’ fellow Milanese streetwear brands Uppercut and the hip-hop and skater-focussed Iuter Pr1mo.

The result is a cultish, dark, urban-esque aesthetic where GCDS and its distinct clothing line is spliced with Nike’s more techy sporting apparel. Notions of early millennial youth rub up against aged Milanese opulence: scenery clashes with clothing, as ’90s-era lo-fi camcorder video stills juxtapose against a backdrop of dreamlike, crumbling Italian elegance.

View the shots above and shop GCDS high-octane blend of impact sportswear and normcore basicality below.

Photographer: Vito Fernicola
Art Direction: nss Factory
Styling: nss Factory
Assistant Styling: Silvia Vinci
Make-Up: Assia Caiazzo & Ilenia Tinelli
Models: Davide @ Boom, Jonjo @ BOOM, Natalia @ Monster, Lutza @ Monster, Fred @ Monster

Words by Jack Drummond
Branded Content Editor