The Milan-based collaboration debuts July 16 with an immersive launch event
Mattel and Italian fashion brand GCDS have announced a new collaboration reimagining the Polly Pocket franchise through a luxury fashion lens. The project, part of Mattel Creations—a platform dedicated to design-focused, pop culture-driven collaborations—introduces a capsule collection and limited-edition collectible compact, designed by GCDS Creative Director Giuliano Calza.
Building on a partnership that began with GCDS’s Spring/Summer 2019 runway and expanded with a special edition Heart Bag for Fall/Winter 2024, the collaboration brings Polly Pocket into a new design context. At the center is a Polly Pocket compact inspired by Milan’s street culture, incorporating design references such as gelato and Italian cityscapes.
The capsule collection features apparel and accessories that combine GCDS’s modern aesthetic with Polly Pocket’s iconic visual language. The compact, designed as a miniature playset, reflects the nostalgia of the original toys while introducing contemporary detailing drawn from Italian culture.
To mark the launch, an immersive pop-up experience will open in Milan on July 16. Attendees will be able to view interactive installations, purchase the limited-edition compact and merchandise, and sample Polly Pocket–themed food. The collection will be available online at gcds.com starting July 16 at 6:30 PM CET, followed by a release on Mattel Creations beginning July 18.
