GR10K, the boundary-pushing fashion label known for redefining workwear, has launched its latest campaign for REPLICATED—a collection deeply rooted in timeless design and re-imagined values.
words MATTIA MARCASSA BARBIERI
The re-launch centers around the concept of resetting the framework for fashion: one that resists fleeting trends and instead focuses on utility, cross-seasonal wearability, and inclusivity.
The REPLICATED collection, initially introduced as GR10K’s original line of garments, returns with a sharper message. Now, it serves as a uniform built on four staple pieces, purposefully genderless and designed to function year-round. Crafted from durable workwear twill in two staple colors—blue and black—the pieces are stripped of the transient moods and aesthetics that define many fashion collections today. The items are neither hyper-designed nor trend-driven; instead, they are meant to exist outside the traditional fashion cycle, offering an antidote to the industry’s relentless push for novelty.
GR10K describes REPLICATED as a medium to confront issues such as design voids, outdated values, and the exhaustion brought on by constant adaptation to fashion’s cyclical demands. These sturdy, autonomous pieces reflect the label’s critique of modern design’s preoccupation with surface over substance.
The campaign is not just about garments; it’s about questioning and subverting the behaviors embedded in the fashion world. To bring this vision to life, the brand turned to the concept of Hysterical Personality Evaluation sessions—a provocative exploration into self-dramatization, attention-seeking, and seductive behavior. These psychological traits were studied and recorded, with the sessions becoming a mono-obsession, merging clinical analysis with stereotypical fashion photography.
These evaluations resulted in a campaign where models (referred to as subjects) displayed exaggerated behaviors associated with the Hysterical Personality, critiquing the often contrived nature of fashion editorials. Through this lens, the campaign stages fashion photography as an extension of these dramatic personality traits, highlighting the performative aspect of modeling.
The Fake Personality Evaluation sessions were conducted at Sitterwerk St. Gallen, a cultural hub known for its support of cutting-edge contemporary art and design. In these sessions, models Felix, Katalin, Moriz, and Mara were dressed in the first pieces of the re-launched REPLICATED line. Sitterwerk, with its focus on fostering creative innovation, provided the perfect backdrop for GR10K’s experimental, introspective campaign.
Since 2022, GR10K has been supplying Sitterwerk St. Gallen with work uniforms, garments worn by those involved in the creation and engineering of contemporary art projects. This collaboration highlights the brand’s deep connection to functionality and labor, emphasizing how GR10K’s pieces are meant to be lived in, worked in, and ultimately, transcend fashion’s ephemeral nature.
Through REPLICATED, GR10K presents a thoughtful critique of the fashion industry’s obsession with constant change and re-invention. Instead, the label proposes garments that are timeless in both construction and philosophy—a uniform for the modern world that is durable, adaptable, and most importantly, free of outdated conventions.By blending clinical psychology with avant-garde fashion photography, GR10K’s REPLICATED campaign challenges not only what we wear but also how we present ourselves. The collection and campaign together speak to a deeper conversation about identity, labor, and authenticity, positioning GR10K as a thought leader in a fashion world often ruled by superficial trends.
