{"id":806414,"date":"2026-03-03T12:18:02","date_gmt":"2026-03-03T11:18:02","guid":{"rendered":"https:\/\/numero.com\/?p=806414"},"modified":"2026-03-03T12:18:07","modified_gmt":"2026-03-03T11:18:07","slug":"gcds-whats-in-my-bag-fall-winter-2026-2027-show-milan","status":"publish","type":"post","link":"https:\/\/numero.com\/en\/fashion\/fashion-week-en\/gcds-whats-in-my-bag-fall-winter-2026-2027-show-milan\/","title":{"rendered":"GCDS turns a viral trend into a runway show"},"content":{"rendered":"\n
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https:\/\/youtu.be\/sL3LOBJE-x4?si=uOw6cSoIJTLTdlkp<\/a>\n\nThe GCDS Fall\/Winter 2026-2027 show.<\/div><\/figure>\n\n\n\n

“What\u2019s in my bag?”: A viral trend<\/h2><\/h2>\n\n\n\n

Who better than Giuliano Calza<\/strong> to turn a viral social media trend into a fashion show? To mark his comeback on the runway, the Italian designer took his cue from the famous concept “What\u2019s in my bag?<\/strong>” for his GCDS Fall\/Winter 2026\u20132027 show<\/strong>.<\/p>\n\n\n\n

“What\u2019s in my bag?<\/strong>” videos first emerged on YouTube. As their title suggests, the concept is to reveal the contents of one\u2019s handbag<\/a><\/strong>, preferably a designer one. Both a status symbol and a staged moment of intimacy, opening one\u2019s bag for all to see continues to captivate audiences on social media. Naturally, the concept quickly spread on Instagram and TikTok. On the Chinese platform alone, the hashtag #whatsinmybag has over 15 billion views. The craze has grown so large that Vogue<\/strong> turned it into a celebrity-focused series, while Coach<\/strong> adopted that format to promote its Tabby bag<\/strong> in 2023. And now, it\u2019s GCDS<\/a><\/strong>\u2019s turn to reinvest the idea.<\/p>\n\n\n\n

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\"The\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n
The GCDS Fall\/Winter 2026-2027 show.<\/figcaption><\/figure>\n\n\n\n

But how does this viral trend<\/strong> translate into a fashion collection? \u201cFor us, ‘What\u2019s in My Bag?’ isn\u2019t just a meme<\/em>,\u201d Giuliano Calza<\/strong> explained. \u201cIt\u2019s about opening the bag that holds ten years of my world and revealing what\u2019s inside: the culture, humor, signature silhouettes and iconic creations that have made GCDS what it is<\/em>.\u201d Ultimately, with this GCDS Fall\/Winter 2026-2027 collection, the Italian designer unpacks an emotional suitcase, filled with a decade of memories and personal references.<\/p>\n\n\n\n

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The GCDS Fall\/Winter 2026-2027 show.<\/figcaption><\/figure>\n\n\n\n

Ten years of fun and pop culture at GCDS<\/h2>\n\n\n\n

Founded in Milan in 2015 by brothers Giuliano and Giordano Calza<\/strong>, GCDS<\/strong> has established itself as the enfant terrible<\/em> of Italian Fashion Week. While its bold, ultra-sexy collections flirt with the glamour of Versace<\/strong><\/a> and Roberto Cavalli<\/strong><\/a>, they are equally rooted in a distinctly playful universe where humor is everywhere. Blending visual extravagance with untamed energy, each show is peppered with nods to pop culture. Among the very special guests spotted at GCDS shows are SpongeBob SquarePants, Bratz and Polly Pocket.<\/p>\n\n\n\n

Drawing its inspiration from a shopping mall, the set, handcrafted by Italian artisans, features oversized toys and drinks. The models emerge from a giant shopping bag, like dolls trapped inside this temple to consumerism<\/strong>. An ironic take on modern capitalism.<\/p>\n\n\n\n

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The GCDS Fall\/Winter 2026-2027 show.<\/figcaption><\/figure>\n\n\n\n

Although the collection is not presented as a retrospective, Giuliano Calza<\/strong> indulges in a flashback with the opening silhouettes inspired by college students’ style. Then come dresses designed for pop stars – flashy, sexy and almost like caricatures. Regarding menswear, python-print suits seem to be made for rock stars. Not to mention a collaboration with Valentino Rossi<\/strong>, former rider and 1960s icon, and Betty Boop<\/strong> or Hello Kitty<\/strong> motifs. Finally, the flashy accessories, crafted in Italy, prove that local craftsmanship can also embrace self-mockery.<\/p>\n\n\n\n

Set to the electro-pop beats of Cobrah<\/strong>, the GCDS<\/strong> show remains firmly rooted in its own universe. The world of shopping malls, where pop culture is sacred and humor is a weapon. Here, only one rule prevails – to celebrate your style with extravagance and irony.<\/p>\n\n\n\n

All the looks from the GCDS Fall\/Winter 2026-2027 show<\/h2>\n\n\n\n
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The GCDS Fall\/Winter 2026-2027 show.<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"

https:\/\/youtu.be\/sL3LOBJE-x4?si=uOw6cSoIJTLTdlkp The GCDS Fall\/Winter 2026-2027 show. “What\u2019s in my bag?”: A viral trend Who better […]<\/p>\n

Read More… from GCDS turns a viral trend into a runway show<\/span><\/a><\/p>\n","protected":false},"author":5,"featured_media":805052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[68,16,67,2],"tags":[2580,10171,69],"class_list":["post-806414","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion","category-fashion-week","category-fashion-week-en","category-mode","tag-fashion-week-en","tag-fashion-week-automne-hiver-2026-2027","tag-parade"],"acf":[],"yoast_head":"\nGCDS turns a viral trend into a Fall\/Winter 2026-2027 show<\/title>\n<meta name=\"description\" content=\"For his GCDS Fall\/Winter 2026-2027 show, Giuliano Calza claims the "What's in my bag?" trend to celebrate the 10th anniversary of his label.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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