GmbH

May 2026

For the GmbH Spring 2026 collection titled Imitation of Life, the luxury fashion house delivers a masterclass in architectural restraint and sartorial precision. Orchestrated by creative directors Benjamin Huseby and Serhat Isik, the campaign moves beyond traditional runway spectacle, favoring an environment of quiet, institutional elegance. Photographer Jo Fetto captures the collection through an editorial lens that leans heavily into the interplay between sharp tailoring and soft, ethereal light. The imagery features a cast of models placed within sun-drenched, minimalist interiors where floor-to-ceiling windows and diffused natural light define the mood. Styled by Ellie Grace Cumming, the collection plays with gender-fluid silhouettes, pairing structured leather blazers and monochromatic white layers with heavy, utilitarian knee-high boots. The choice of soft natural light emphasizes the depth of the textiles, from crisp cotton shirts to the nuanced paneling of the footwear. By utilizing a clean, high-key palette and emphasizing structural columns against sheer, light-filtering curtains, the project channels a sense of modern, almost otherworldly solitude. This portrait series functions less as a commercial catalog and more as a study of form, highlighting how the GmbH aesthetic remains rooted in technical sophistication while simultaneously embracing a fragile, human grace that feels both timeless and distinctly forward-looking.

Lifestyle, Editorial

Natural light

Luxury Fashion Houses, Fashion