GCDS Spring/Summer 2026, “What’s in My Bag?”
GCDS marks ten years with the Spring Summer 26 “What’s in My Bag?”, a runway show that transforms a viral catchphrase into a fully immersive universe.“For us, “What’s in My Bag?” is not just about a meme,” says Calza. “It’s about opening the bag that holds ten years of my world, and showing what’s inside: the culture, the humor, the established silhouettes and iconic designs that have made GCDS what it is.” Revisiting a decade of evolution led Calza to explore the idea of “emotional baggage” as the show’s deeper narrative thread: not what you carry, but what you’ve collected along the way.
As Creative Director, his personal growth has been mirrored in the brand’s evolution like an autobiography in motion. Within “What’s in My Bag?”, the brand is recreated as its own universe. By transforming iconic objects and viral moments into a physical moment, fans and consumers will experience the reciprocal love that has helped make GCDS a sensation with shoppers and celebrities alike.
What began as an internet ritual tied to celebrity culture becomes, through the GCDS lens, something more layered: a celebration of identity, irony, and excess. Made in Italy craftsmanship collides with internet-coded chaos in a show that unpacks the brand’s most beloved codes, from exaggerated glamour to cartoonish signature prints and sexy silhouettes, reminding us that fashion doesn’t have to be demure to be grown-up.
Making these objects supersized alters the perceptions of scale, and guests are transported to the GCDS world where even the mundane is fantastic. The shopping mall as a setting, handcrafted by Italian artisans, evokes a sense of nostalgia, and the desire for something new at the same time.While the collection isn’t a retrospective, 10 years in business has given Calza plenty to reflect on.
As models emerge from an oversized GCDS shopping bag, the first act unfolds like a cinematic flashback to GCDS’s early days: college-inspired silhouettes like varsity and track jackets paired with denim or pleated skirts are washed in acid pastel colors that evoke the brand’s playful debut. The collection features a special collaboration with Valentino Rossi, an icon of the ’90s and a timeless symbol of Italian style.
CREATIVE DIRECTION: Giuliano Calza
STYLING: Anna Trevelyan
CASTING: Madeleine Østlie AAMO casting
MUSIC: COBRAH
MAKEUP: Raisa Flowers
HAIR: Jawara
NAILS: Sara Ciufo
SETS: Cinquini Scenografie
PRODUCTION: Erker studio
