The Vibe :
⊹ Los Angeles street art splashed across familiar GIA silhouettes
⊹ Neon bandage dresses, molten reds and glow-in-the-dark graphics
⊹ Angelyne returns to Sunset Boulevard through a billboard-sized campaign
⊹ The Blare tracksuit gets a hand-painted Red Vixens update
I.AM.GIA has handed its most recognizable silhouettes to Los Angeles artist T-Rex for GIA GTA, the second installment of the brand’s Gia & Friends series. Spray-paint effects, mixed-media graphics and his Red Vixens motif move across the capsule, bringing a rougher handmade finish to the body-conscious shapes already associated with I.AM.GIA. The collaboration had been in development for more than a year, building on founder Alana Pallister’s long-running interest in the artist’s work.
The Blare tracksuit receives the collection’s headline update. Having sold more than one million units, the set is less a basic than a piece of GIA history, which makes it an obvious surface for T-Rex’s graphics. The rest of the collection refuses to stay in one lane: neon bandage dresses, lava-red separates, leopard capris, glow-in-the-dark prints and platinum-silver bikinis move between clubwear, streetwear and the kind of styling that exists mainly to be photographed.
Los Angeles becomes more than a backdrop in the campaign. Photographed by Indianna420bitch, the cast brings together Yume, Baby Afrika, Sophie Saint, Isis Madilyn, Chloe Spence, Tanya, Pallister and Angelyne. The final image lands on a billboard at Doheny and Sunset, with Angelyne wearing the collection in the same medium she used to manufacture her own fame decades before social media. Her presence gives the campaign a sharper idea than a standard celebrity cameo: visibility itself becomes part of the styling.
Trending I.AM.GIA Styles
That thread also separates GIA GTA from the soccer references of GIA SPORT and the Y2K nostalgia of I.AM.GIA’s Von Dutch collaboration. Here, the brand’s fitted tops and low-slung pants are pulled into T-Rex’s painted world, while the billboard connects an old-school Los Angeles self-promotion tactic to a generation working through cameras and feeds. GIA GTA launches July 26 on the I.AM.GIA website.
Extra Style Notes
Brand DNA
Founded in Australia in 2017 by Alana Pallister and Stevie Cox, I.AM.GIA channels model-off-duty attitude through body-skimming fits, bold cutouts, low-rise separates, faux leather, and Y2K club energy.
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