GMS75 Advertising Campaign - Spring Summer 2024

The SS24 collection by GMS75 has an eye on the past, a past that is not nostalgic, but of memory of techniques, which lives in craftsmanship, in movements that become dances, of skills not to be forgotten. The search for excellent quality and new dyeing and garment washing techniques were immediately the brand's trump card and lifeblood for Massimo Girardin, the creative mind and soul of GMS75. So iconic bikers and blousons with a rebellious soul are enriched with vintage touches, treatments capable of making every single item unique and special. Raw vegetable tassels are sanded and washed when the finished garment is finished, soft lambskin suedes rather than very light raw cut washed tassels are sprayed by hand, as if they were artist's canvases. Research and innovation also for the fabric garments that GMS75 offers for the warm season in linen canvas mixed with tone on tone suede inserts and then washed with the special enzyme treatment capable of giving a used effect that selectively bleaches the stitching and the texture of the fabric giving a luxury rough look. Same treatment for yarn-dyed nylon, which with the special garment dyeing gives jackets a more sportswear and youthful flavour. Peacoats, shirts and field jackets with a soft cut and unlined become a passe-partout for a man with a free and metropolitan spirit. A season for SS24 that lives in natural and earthy nuances, passing through military and navy tones, ending with the cold variations of stone grey. GMS75 authentic Made in Italy transfers an identifying and unique energy into its creations designed specifically for an unconventional man. The past that lives again in the present.