The SS26 campaign inhabits that tension between purity and rawness.
When Gimaguas set out to find the face to lead its new campaign, the decision was almost organic. Dev Hynes, known artistically as Blood Orange, has spent years establishing himself as a discreetly influential figure, always moving in culturally relevant territories without the need for fanfare and building a creative universe that oscillates between sophistication and the avant-garde. Just like the brand itself.
This creates an ambiguous space where the protagonist’s aesthetic meets Gimaguas Chico‘s new garments, which seem designed for his own personal wardrobe: body-hugging knitted sweatshirts, jackets with reflective details that add a technical touch, and checked shirts that reinterpret classics with a relaxed attitude.
Marili Andre has been responsible for capturing Hynes in a record that eschews forced poses, as she wears the pieces in her own way – discreet, intuitive, naturally cool – amplifying what she already is.
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