GR10K Spring 2025 Ad Campaign

Review of GR10K Spring 2025 Ad Campaign by Creative Director of Agency X with Photographer Salvatore Caputo and Colin Le Dorlot

GR10K violently deconstructs the concept of the fashion image with its Spring 2025 campaign. The campaign features creative direction from Armature Globale and Andrea Slaviero and photography by Salvatore Caputo and Colin Le Dorlot.

The visual approach extends the brand’s idiosyncratic and provocatively post-modern approach to marketing imagery, which, as the brand itself claims, “investigates image making rather than performing it.” The deconstructivist visuals were inspired by a specific shot from James Benning’s film Landscape Suicide, wherein a hunter clad in a red parka carries the carcass of a dead deer.

For the campaign, hairstylist Michael Delmas crafted a proxy carcass using deadstock animal fur and hairpieces, which forms the sole prop that the models interact with on a bare studio set. Among the organic blacks and browns, pops of red reference the source material and its documentary depiction of violence. Half of the images are intentionally rendered with a lower resolution, pointing the act of engaging with an image itself.

Is the campaign conceptually overwrought and navel-gazey? Maybe a bit. But it’s also undeniable that GR10K is exploring campaign concepts and producing visuals that no other brands are. At once raw and intellectual, the brand is seeking to challenge the ideas around imagery itself and what a fashion image is at its ontological core.

It’s a radically different approach from typical fashion marketing thatn we usually see, and it’s certainly not going to be everyone’s cup of tea, but it continues to successfully position GR10K in a league of its own.