Gramicci's New SS24 Campaign Explores London's Alternative Landmarks

Encapsulating the countercultural spirit of the ’90s.

Fashion 
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Gramicci has just unveiled a brand-new collection for Spring/Summer 2024 and it encapsulates the brand’s Californian countercultural spirit of the 90s.

The campaign for the new collection takes over inner-city London, emphasising the idea that a city doesn’t belong suits, and that it’s a blank canvas to create memories and to unearth the nostalgia of drawn-out school holidays full of mischief and madness.

With this in mind, the campaign visits some of the UK capital’s alternative landmarks where adventure-seeking city dwellers see out the long summer days, weather that’s hitting golf balls at Thames-side driving ranges or by taking golden hour dips in the murky waters of Shadwell Basin.

This same playful approach is also encapsulated in the clothes. For example, the capsule strikes a pleasant balance of being designed for purpose in the outdoors while offering a modern, relaxed aesthetic with oversized silhouettes and comfortable fabrications.

Highlights from the collection come in the form of the organic twill and rugged canvas pieces, while smart mountaineering designs are welcomed with technically inclined pockets that sit alongside durable nylon featuring vivid colors and packable designs.

Gramicci also offers a new climbing and swim short range, offered in a slew of classic color and print options, from pigment dyes to seasonal patterns. Additionally, the collection includes technical waterproof jackets and UPF Shield tops to protect wearers from the season’s unpredictable weather.

You can check out the new collection from Gramicci above and it’ll be available to shop via the brand’s official website from February 22.

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