#GASMADEINITALY GOES GLOBAL

GAS’s S/S 2017 ad campaign reflects its roots and identity in the personality and creative passion of the world’s MILLENNIALS.

Chiuppano, February 2017 - #GASMADEINITALY reiterates the added value represented by the brand’s origins while connecting with the passion and creativity of this millennium’s young people – the target and protagonists of the campaign – to express a desire for positivity and renewal that starts from Italy and spreads throughout the world.

Jemima, Andrew, Mona, Louise, Ezra, Anna and Duncan are students at renowned art and fashion schools such as The Royal Academy of Arts, Goldsmiths, and Central Saint Martins. They are (un)common people – “real” people, not models, who have made expression of their creativity a life choice. They come from different continents and backgrounds, and live in the melting pot of cultures, influences and stimuli that is London, Europe’s most modern, cosmopolitan city, and the perfect setting for the campaign shoot.

To accentuate GAS’s Italian touch, the lens chosen to capture their personalities and passions was that of internationally renowned Italian fashion photographer, Matteo Montanari. In sync with the authenticity that has always been a part of the brand’s values, he loves to portray “real” people and digging deep, beyond just their image. Style thus becomes an instrument to express the wearer’s personality and highlight their spirit, rather than a way to conform and follow the crowd.

With this campaign, GAS also creates a literal connection with Millennials through the boundless opportunities offered by a phenomenon that has become a mark of our time and radically transformed everyone’s habits, especially those of the young, – social media, increasingly central to GAS communication. An ad hoc digital strategy has been developed, which by exploiting the particular features of social networks and the direct, emotional language that distinguishes them, aims to reach and involve the target by telling the stories and passions of their peers, the protagonists of the campaign.  

You can find the new collection at our monobrand GAS store and multibrand Fusion stores, as well as our online store - https://www.globalbrandsstore.com/!