North American sportswear pioneer Gant pays homage to its origins with a spring-summer 2023 campaign shot in the heart of Manhattan. An opportunity to reassert its stylistic identity with a preferred collection between past and present.
“We were born here. » Right from the start, GANT Creative Director Christopher Bastin chimes in. As the brand presents its new spring-summer 2023 campaign, called “Not Just Anywhere,” the designer wants to emphasize the origins of the house, which is often associated with the style of North American Ivy League campuses. “New York is the birthplace of American sportswear. So it was only natural to film this campaign in this new home.”he continues, noting that the brand just opened its latest showroom in Manhattan.
A tribute to eighties Ivy League style
A new set of gloves All rights reserved
Indeed, it is in the bustling streets of Nolita that photographer Ben Bigent captured the footage of the campaign. Taken from the new Spring/Summer 2023 collection, Delphine Dunhier’s stylized silhouettes are inspired by GANT’s maritime heritage and, in particular, the yacht clubs of the 1980s. Meanwhile, timeless linens and suits with modern cuts make it easy to transition from beach to beach. city Completely in flux, the summer-oriented movements of the Eighties accommodate decidedly modern urban influences while retaining these ancestors. preparatory which has made the brand famous since its inception in 1949. A delicate shawl rubs shoulders with a sporty cap and patent loafers, while the varsity cardigan appears in a bold XXL version. Satin bombers are worn under a flawless coat, while flared jeans are paired with a printed silk top. seafaring retro.
New address in New York*
A new set of gloves All rights reserved
Revealing their era, the four faces of the new campaign speak of clean silhouettes, confident style and a sense of elegance. without effort. All hailing from the New York creative scene, Aida, Thamel, Tessy and Tyler roam the streets of New York restoring pieces from the collection, bringing them the attitude and ease they need to create a modern wardrobe. More than the ultimate expression of the house, the campaign shots are an opportunity to introduce the brand’s new studio at 240 Mulberry Street. Both exhibition hall and creative community space, this versatile and experimental venue will open its doors in the spring with a series of exhibitions open to the public. Enough to perpetuate the legacy of GANT and its bold vision of style in a creative way, as always; skyline New York and its inexhaustible artistic energy as a backdrop.
Source: Le Figaro
