Gr10K Launches Thriller-Inspired "Incognito" Campaign
Masked models and pearl jewelry set the tone for AW24.
GR10K‘s Fall/Winter 2024 collection, “Incognito,” takes a bold step into the world of minimalist thrillers, blending fashion with cinematic intrigue. Drawing inspiration from classic films like Georges Franju’s “Les Yeux Sans Visage” and Mark Romanek‘s “One Hour Photo,” the campaign presents a dark suburban narrative that challenges conventional fashion photography.
The collection embraces a “discipline of disappearance,” focusing on simplicity and anonymity in response to societal tensions and modern infrastructure. Garments are designed to blend in while making a statement, featuring technical jackets with plastic accents, exaggerated colors and layering techniques.
The campaign imagery showcases key pieces include the Europrotect jackets that add rigidity to sweatshirt designs, parkas engineered for concealment and nondescript wool outerwear that serves as a canvas for self-expression. The color palette ranges from muted tones to unexpected pops, creating a gothic yet contemporary aesthetic. The standout visual features a model wearing a plastic mask adorned with pearl jewelries, embodying the collection’s fusion of mystery and luxury.
Check out the full campaign above.
