GR10K
Featured GR10K projects
This week's top GR10K projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project GR10K · 'Incognito' Fall 2024 Ad Campaign
For its Fall 2024 Incognito ad campaign, luxury fashion house GR10K delivers an enigmatic visual narrative that challenges the boundaries of traditional apparel marketing. Through the distinct lens of photographer Salvatore Caputo, the series employs a deliberate low-key and chiaroscuro lighting approach to cultivate an atmosphere of profound mystery and conceptual intrigue. Art directed by Luigi Alberto Cippini, the campaign leans into an editorial aesthetic that prioritizes texture and silhouette, featuring models shrouded in structural face masks and layered with classic pearl necklaces against technical, industrial-inspired outerwear. The styling, meticulously curated by Francesca Cisani, creates a jarring yet compelling juxtaposition between archival sophistication and clinical, almost anonymous human presence. By utilizing live-action techniques alongside tight, macro-focused portraiture, the project moves beyond standard seasonal promotion to offer a moody, cinematic exploration of identity. The images are punctuated by clinical archival elements, such as white gloves and service envelopes, which root the high-concept fashion in a tangible, procedural reality. This balance of the raw and the refined results in a collection of images that feels both deeply intimate and unsettlingly detached, successfully reinforcing the brand's edgy and unconventional identity within the luxury fashion sector while maintaining a cohesive, sophisticated visual language that invites the viewer to look closer at the hidden details.
Project GR10K · Spring 2025 Ad Campaign
The GR10K Spring 2025 ad campaign serves as a masterclass in modern luxury fashion, pushing the boundaries of traditional editorial imagery by merging high-concept apparel with a raw, analytical aesthetic. Under the precise creative direction of Armature Globale and Andrea Slaviero, with art direction from Michael Delmas, the campaign leans into a stark, minimalist visual language. Photographers Salvatore Caputo and Colin Le Dorlot utilize a crisp, high-key studio backdrop to elevate the collection's focus on functional utility and tactile contrast. By integrating technical typography and digital error logs directly into the frame, the series feels less like a conventional lookbook and more like a curated data set, creating a tension between human movement and rigid, mechanical artifice. The deliberate use of studio strobe lighting, contrasted with moments of natural light, emphasizes the complex textures of shaggy faux furs and technical outerwear. Through a series of carefully composed portraits and lifestyle-oriented shots, the project highlights a synthesis of high-end design and utilitarian grit. This campaign succeeds by embracing a live-action technique that captures candid energy while remaining firmly grounded in a professional, conceptual framework. Ultimately, the work speaks to the identity of GR10K, where the interplay between the subjects and the environment feels both spontaneous and meticulously orchestrated to reflect a contemporary, avant-garde sensibility within the luxury fashion sector.
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