The fashion brand are transporting us to a neon galore virtual reality for the first-ever digital fashion arcade and fashion show.

GCDS SS21 Establishing Shot
GCDS SS21 Establishing Shot

Virtual fashion shows are something we thought we’d never experience pre-COVID. Now we’re accustomed to empty first rows and digitally created pieces. But ready to raise the bar and push boundaries is fashion brand GCDS with their first-ever digital fashion arcade and virtual reality runway show. Including video games and live interactions, GCDS have transported us away from our mundane lives to a sugar-bright electronic bonanza filled with wild characters and neon kitsch.

What started as just a dream, has been manifested into its own world with the help of California-based engineering firm Emblematic Group (the masterminds behind The Weeknd’s “In Your Eyes” video.)

GCDS’ Creative Director Giuliano Calza spoke about the venture, stating, “Envisioning this place gave me peace of mind. We created this universe out of a glowing blank white page, populating it with clothes, structures, avatars of real-life people and cartoon, even digitised catwalk lighting. It took many months of Skype and Zoom calls.”

And what a show it was! Dua & Anwar, Nikita Dragun, and our favourite fashion week fixture – Good Luck Care Bear – were all on the frow, poised and ready to devour both menswear and womenswear from the Italian fashionistas. We had hoodies and varsity jackets bearing the visage of Rick And Morty, flesh-bearing swimwear laden with weed leaves and retro patches, technicolour trousers in 70s crochet knits, and the greenest-meanest-zip-covered thigh-high’s known to man.

Don’t believe us? See the glossy spectacular for yourselves…