For Spring/Summer 2026, GCDS delivers a campaign that feels raw, unexpected, and undeniably magnetic. Titled “Estate Italiana,” the collection trades polished studio perfection for something far more instinctive—sun, skin, and spontaneity.
At the center is Brazilian-based Instagram figure Aris Navarro, whose presence redefines what a modern brand ambassador looks like. There’s no glossy pretense here. Instead, Aris embodies a kind of effortless sensuality that feels pulled straight from real life.
Shot atop what appears to be a favela rooftop in Brazil, the campaign unfolds like a candid summer day. Laundry hangs in the background, the light is harsh and honest, and the setting becomes part of the narrative. It’s in this environment that Aris models GCDS underwear and ready-to-wear pieces—blurring the line between fashion editorial and lived experience.
The imagery leans into contrast: Italian luxury meets Brazilian grit. The result? A visual story where masculinity feels grounded, physical, and unfiltered. Aris, often seen handling everyday gestures like washing clothes or moving across the rooftop, transforms these mundane moments into something quietly provocative.
GCDS has always thrived on irreverence, but this season feels more intimate. By casting a digital-era personality rather than a traditional runway face, the brand taps into a new kind of authenticity—one where influence, identity, and environment collide.
“Estate Italiana” isn’t just about clothes—it’s about atmosphere. Heat radiates through every frame, and the campaign captures that fleeting, electric feeling of summer where everything slows down, yet somehow becomes more intense.
In Aris Navarro, GCDS may have found more than a model. They’ve found a mood.
Brand GCDS @gcdswear
Talent @arisnavvaro
He has big features to present to the world.
Compelling visual scenario
Not great for me.