Elsa Hosk Fronts GCDS Ad Campaign in Daring Fang-Heeled Boots – WWD
MUSE & BOOTS: Find a woman who can do both: be the artistic director of a new brand of timeless must-haves and the face of a fashionable brand in a seductive advertising campaign.
After launching her own brand Helsa in collaboration with Revolve Group last week, Elsa Hosk appears in new ads from GCDS, which has identified the former Victoria’s Secret Angel as its sultry face for Fall 2022.
In the role, Hosk joins Pamela Anderson, Caroline Vreeland and “Elite” star Arón Piper, all of whom have led campaigns for the hip Italian brand in the past.
In the colorful images photographed by Pierre-Ange Carlotti and dropping on Tuesday, Hosk is pictured wearing a bright pink mesh catsuit and key accessories from the collection, ranging from logo fur boots and hat in the matching pink hue to stunning vinyl thigh-high boots with fang-shaped heels. Dubbed ‘Morso’ or ‘Bite’ in English, this latest style is unquestionably the key element of the season for the brand, having already caused a stir on social media when it was first presented on the GCDS catwalk in Milan in February.
At the time, the brand’s creative director, Giuliano Calza, explained the inspiration behind the collection, revealing that he had watched many films during the pandemic and that Bram Stoker’s 1992 film ‘Dracula’ was one of them. part. So he set out to reinvent the gothic tale and its costumes with his own whimsical and fetishistic twist, which led to edgy shoe styles nodding to vampire teeth, among other designs.
In keeping with the show and the collection, the advertising campaign also takes up the seasonal theme in certain accessories. These include a bed vaguely reminiscent of Dracula’s coffin, where Hosk lies next to the new GCDS “Comma” bag, a moniker inspired by the design’s asymmetrical curved flap.
Shot in Paris, the images also offer a generous dose of glamorous beauty looks. Designed by makeup artist Masae Ito and hairstylist Tomohiro Ohashi, they range from Old Hollywood makeup and hair waves to Gen Z-appropriate pop eye makeup combining neon yellow and hot pink liners.
Incidentally, GCDS launched a make-up line, developed by Intercos, in 2018, when it also introduced children’s clothing. The following year, the company further expanded its offer by signing a five-year license with Marcolin for the production and worldwide distribution of eyewear.
As noted, earlier this year Calza presented a capsule collection with Wolford. Other collaborations range from Barilla to Bratz, and all have adhered to the fun and pop ethos of GCDS.
Acronym for “God Can’t Destroy Streetwear”, GCDS was founded by Calza and his brother Giordano in 2015. Launched as a digital project, it turned into a fashion company, with its first show held in June 2016 In Milan. At the end of 2020, the Italian private equity firm Made in Italy Fund, managed by Quadrivio and Pambianco, acquired a majority stake in the label.