Okay Kaya stars in Gimaguas’ new FW25 campaign

Gimaguas’ new FW25 collection unfolds as an exercise in aesthetic exploration, where sensuality intertwines with everyday life, and where the romanticism of fabrics and colours coexists with an irreverent, almost punk attitude. The campaign, starring Norwegian-American singer and model Okay Kaya, photographed by @1engua, consolidates a narrative that moves between intimacy and rawness, eschewing artifice in favour of a visual language charged with honesty.

The FW25 collection revolves around elements that are already characteristic of Gimaguas’ DNA: the use of satin as the main fabric, rhinestone appliqués that interrupt the softness of the fabric, the predominance of pink as the central colour, accompanied by gold tones that accentuate the theatricality and black tones that balance the ensemble from a darker and more forceful perspective. This chromatic clash is not understood as a contradiction, but as a reflection of a complex emotional state.

Among the most outstanding pieces are short dresses in pink satin, embroidered with rhinestones in the shape of flowers. The Bahmon Dress, in neutral tones and long lines, contrasts with high-top boots. Diamond prints on tops and polo shirts dyed in shades of pink and black rewrite the preppy tradition, moving it away from its classic context and into more experimental and subversive territory. Shirts with rhinestone inlays dialogue with utilitarian jackets, loaded with pockets and structure.

The collection is not limited to clothing, but is complemented by accessories and footwear that reinforce the narrative: metallic-toned ballet flats, 2000s-style wedges and straight-lined bags embellished with studs, which emphasise the idea of sweetness corrupted by a disruptive detail. Each element seems designed to destabilise what is initially perceived as a romantic gesture, demonstrating Gimaguas’ ability to move fluidly between antagonistic aesthetic codes.

Since its foundation, Gimaguas has woven a narrative that transcends clothing to situate itself in an intermediate space between the artisanal and the urban, between the local and the global. This collection is a reminder that fashion can be simultaneously intimate and expansive, simple and sophisticated. By choosing Okay Kaya as the face of the campaign, the Barcelona-based brand offers a manifesto on how dressing can be a way of narrating who you are, with all the contradictions, nuances and subtleties that this implies.

Gimaguas FW25, @Okay.Kaya by @1engua

Photographer @1engua
Stylist @biancaraggi
Talent @okay.kaya
Casting Director @julialangecasting
Image director @blancaorbaneja
HMU @egoncrivillers
Set Design @rumustudio
Producer @laurasottto

You can now purchase the collection at gimaguas.es.

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