GR10K is an Italian fashion brand founded by Anna Grassi, which combines technically sophisticated designs with influences from architecture and art. The brand often uses production surpluses to create sustainable and functional fashion.
In the sneaker sector, they have recently attracted attention with their remarkable collabs with Salomon, including models such as X-Alp Esill and the Quest Low.
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GR10K publishes its first campaign using a new type of brand perception that questions the usual standards of commercial fashion photography.
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The autumn/winter 2024 campaign shows the collection in an unusual, serial format that takes up the look of a 70s giallo, an Italian sub-genre of the thriller.
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The Fall/Winter 2024 collection uses an anti-mannerist approach that emphasizes simplicity and authenticity.
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It draws on pop cultural references such as Georges Franju's “Eyes Without a Face” (1960), Mark Romanek's “One Hour Photo” (2002) and Mathieu Jung's novel “Principe de Précaution” (2005).
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The campaign tells a dark and twisted suburban story, using new brand approaches that emphasize simplicity and deliberate inconspicuousness — similar to an incognito mode.
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Photos via GR10K/Reference
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