GCDS Takes Meme Culture Home for Summer 2026
GCDS Spring/Summer 2026 takes the fashion campaign somewhere it already spends plenty of time: the group chat. Creative director Giuliano Calza stages the images inside his Milan apartment, while photographer Carmine Romano frames marble surfaces, wood paneling and broad terraces as the backdrop for a feed-ready joke. Overlay text, captions and hashtags arrive baked into the pictures, so the campaign looks less like traditional advertising and more like a meme that happened to get an editorial budget.
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