German label GmbH debuted its Spring/Summer 2018 collection, “Europe Endless,” last year and follows up with campaign imagery, sourcing friends to model the label’s progressive designs.
Taking cues from Richard Avedon’s Versace shoots, the campaign imagery centers around the clothing and people wearing it, with a simple backdrop placing the emphasis on the subjects. Without funds for supermodels or exotic locations for the shoot, designers Benjamin Alexander Huseby and Serhat Isik styled friends and family instead. The models, like the designers, are all children of immigrants from countries ranging from India to Sri Lanka, thus appropriately underlining the theme of “Europe Endless,” a tribute to the designers’ Turkish and Pakistani parents.
Expect the new collection to hit stockists shortly, as the label prepares to show its Fall/Winter 2018 collection on January 16. GmbH was recently elected as one of our Top 10 Emerging Fashion Brands of 2017.