MILAN, April. 2 (Class Editori) - "In Asia we are active again, and the three brand stores located in Hong Kong, Shenzhen and Beijing have reopened" said Giuliano Calza, who, together with his brother Giordano, is the founder and creative director of GCDS, a young company, linked to the Internet world and with an important business in Asia, which, after the COVID-19 emergency, is slowly starting to resume.
After finishing the study in China, Giuliano Calza came back to Milan where he worked for Bluemarine and Valentino. After that, he returned to Shanghai with Giordano, where he opened 5 restaurants in a 3-year period. Then he went back to Milan again, to produce sweatshirts, in particular.
Question: how will fashion change?
Answer: GCDS is a very young company and has always relied on important web-based assets. The e-commerce has never stopped the activity, whenever possible, and the movement of clothes addressed to stylists and celebrities is managed digitally. As during each change phase, there will also be positive sides. Maybe the fashion system should create a rescue network for companies which are suffering.
Q. What is the future of GCDS?
A. Our product is based on the unique character of the Made in Italy production, a design communicative part and a strong community. I wish to be able to keep doing my job by following this direction.
Q. Which is the main urgency?
A. Mobility, at least in Milan. In terms of creativeness, I am going much deeper. Usually, in these months we are used to shoot the adv campaign abroad and, moreover, that is an important moment of research. The supply chain must restart.
Q. How much will it matter not to walk the catwalk in June?
A. Men's collection has already been launched, Women's collection is moving forward and I wish, as soon as possible, to launch the pattern book and start the cancellation of defects. There is an uninterrupted exchange with the team: sketch, attempts and changes are spread by using every means. In addition, we are launching several projects with the digital team: the idea is to innovate only by changing the way in which the image of the s-s 2021 collection is received and perceived.
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