GCDS in partnership with Bratz Dolls – WWD

MILAN – According to Giuliano Calza, Bratz Doll have a lot in common with GCDS, the fashion label he co-founded with his brother Giordano.

“When the Bratz dolls were released in 2001, people were saying they were ugly, vulgar, sloppy… just like what a lot of people used to say about our clothes,” says the straight designer. frankly admitted.

Sitting on the sofa in GCDS offices here – a vibrant, dynamic environment full of Millennials and Gen Zers – Calza discussed the exciting collaboration between GCDS and Bratz, a brand of dolls controlled by MGA Entertainment.

“They contacted me a year ago and I immediately thought it was the perfect match,” he explains, emphasizing the connection between the two brands. “Since its launch, what sets Bratz dolls apart from any other on the market is that each has a specific emotional content, with a evolving personality. I like this because it perfectly reflects the approach we have at GCDS where our biggest ambition is to give everyone the opportunity to truly show their uniqueness when playing with our products. ”

While he admits that “when I started thinking about how to develop the project, I wanted to make an army of dolls, but it turned out to be too complicated,” Calza focused on the two main dolls in the series. Original Bratz. One was Sasha, with dark skin, long wavy dark brown hair, and light green eyes. On her Bratz Wiki profile, she is defined as “a sassy girl who is not afraid of confrontation or situations and she is very organized; She knows who she is, what she wants and how to get it! She has a bad temper, which often gets her into trouble.”

The other is Yasmin, aka the Beautiful Princess to her friends, with brown skin, super long light brown hair, and pretty brown eyes. According to the Bratz Wiki, Yasmin “may be quiet, but she’s a gifted writer with a love for animals. Yasmin is feminine, glamorous and stylish and always with her friends. Though there was something almost regal in her, Yasmin showed no signs of arrogance; She is open-minded and loves alternative fashion, fitness and beauty trends. ”

The personalities of the two dolls are reflected by the creativity of Calza, who created custom looks for both. Inspired by past GCDS collections, he designed two outfits that are eye-catching, filled with small details and convey the playful satire typical of the fashion brand. .

Sasha wears a small crystal dress layered over long black clothes. Her outfit also includes a faux fur coat with the GCDS logo, knee-high boots, gold earrings and a heart-shaped bag.

Yasmin sported a mini dress with Bratz-themed print balloon sleeves and tied at the waist with a belt with a glittery logo. Her glamorous accessories include earrings with the GCDS logo, high heels and a mauve tote bag. As in all Bratz dolls, both Sasha and Yasmin’s feet are removable, allowing for shoe changes.

Available in a limited run of 500,000 pieces, to be distributed to specialty stores globally, the GCDS x Bratz doll will also be featured in the “Bratzology” booklet, with a range of stickers allowing consumers to Used to create a one-of-a-kind piece Bratz can be worn and styled with a multitude of clothes and accessories.

“It was 100 percent about nostalgia for the 2000s,” says Calza, referring to the fact that sticker books were so popular during that era, when Bratz mania was on the rise as well. “You can create the Bratz you want: We cover all skin tones, all eye shapes.… It’s all about individuality, which is also the main message of my creative direction. …with my collection, I say to people: ‘You are you.’ ”

Calza, who also partnered with MGA Entertainment to create a Bratz doll for herself and seven of her personal female and friends of the brand, has developed a special clothing set just for the world Bratz. Considered unisex, the line ranges from Bratz’s tagline “Passion for Fashion” hoodies, also rendered in crystal on the shirt’s off-shoulder skirt, to printed shorts. Bratz doll and bra.

Custom Bratz dolls, as well as a variety of add-ons, will be available at holiday pop-up store that GCDS will operate from December 1 to December 31 on Milan’s Via Sant’Andrea, in the city’s luxury shopping district of the Golden Triangle.

The pop-up store, which will feature a 6.2-foot-tall plastic Bratz doll by artist Colin Christian, will also carry five GCDS gift boxes. Among them, the Fur-Lover features faux fur pieces including a fisherman’s hat and bag, and sandals bearing the brand’s logo in black and white, while the Happy Sock-Mas version features three ribbed logo socks. For the GCDS nightgown, the Logo Lounger box offers a set of pajamas, an ashtray, and a sleeping mask, all embellished with a texture that blends the ’60s geometric design and the brand’s symbolism.

“I’m obsessed with Christmas, maybe because my family never really cared about it,” says Calza, who describes the GCDS gift shop as a sort of “poke bowl supply restaurant, you just go there, you see the menu and choose your gift. ”

GCDS, a year ago received an investment from an Italian private equity firm Made in Italy Foundation, which is managed by Quadrivio and Pambianco, employs 65 people and operates stores in Rome, Florence and London, as well as five other units in mainland China and Hong Kong.

While the company is in the process of relocating its flagship Milan location and will open a store in a seaside destination next spring, GCDS also aims to open a store in New York.

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