A pioneer of North American sportswear, GANT pays tribute to its origins with a spring summer 2023 campaign shot in the heart of Manhattan. The opportunity to reaffirm its stylistic identity with a preppy collection between past and present.
By 14 Haussmann
Posted
“This is where we were born. » From the outset, Christopher Bastin, GANT’s creative director, sets the tone. As the brand unveils its new spring summer 2023 campaign called “Not just aNY place”, the designer is keen to highlight the origins of this house often associated with the style of North American Ivy League campuses. “New York is the birthplace of American sportswear. It was therefore natural to shoot this campaign in this new home »he continues, while recalling that the brand has just opened its latest showroom in Manhattan.
A tribute to the Ivy League style of the eighties
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It is indeed in the vibrant streets of Nolita that the shots of the campaign were immortalized by photographer Ben Beagent. Taken from the new spring summer 2023 collection, the silhouettes stylized by Delphine Danhier are inspired by GANT’s nautical heritage and more particularly the yacht clubs of the 1980s. , while timeless linens and suits with contemporary cuts make it easy to transition from the beach to the city. All in fluidity, the nods to eighties summers accommodate resolutely modern urban influences while preserving this ancestry preppy which has made the brand famous since its creation in 1949. The fine twill trench coat rubs shoulders with sporty cap and patent loafers while the university cardigan appears in a daring XXL version. The satin bomber is worn under an immaculate overcoat and the bell bottom jeans are accompanied by a printed silk shirt. sailing retro.
A new address in New York*
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Revealing their era, the four faces of the new campaign speak of clean silhouettes, confident style and a sense of elegance effortless. All hailing from the New York creative scene, Aida, Tamel, Tess and Tyler wander the streets of New York, reclaiming pieces from the collection, bringing to them the necessary attitude and ease to make essentials of the contemporary wardrobe. More than an ultimate expression of the house, the campaign shots are an opportunity to present the brand’s new studio at 240 Mulberry Street. Both a showroom and a creative community space, this versatile and experimental place will open its doors in the spring with a series of exhibitions open to the public. Enough to perpetuate GANT’s heritage and its audacious vision of style in a creative way, with as always the skyline of New York and its inexhaustible artistic energy as a backdrop.
