The GU x Rokh collaboration for Fall 2024 merges avant-garde tailoring with everyday utility, captured in a series of studio portraits by photographer Andrea Artemisio. The project leans into a minimalist aesthetic, utilizing a clean, neutral backdrop to emphasize the structured layering of wool knits, houndstooth outerwear, and quilted bombers.
Integrating elements of retro-tech, the campaign features models alongside vintage computer monitors, keyboards, and analog hardware. This contrast between complex garment construction and digital nostalgia defines the editorial focus, highlighting intricate fabric textures and relaxed, asymmetrical silhouettes throughout the collection.
