News / Film

Nadia Lee Cohen’s glamorous cult of misfits for GCDS’ campaign stars Pamela Anderson

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Italian fashion brand, GCDS, known for its sporty designs emblazoned with its four-letter logo has teamed up with director and photographer (and It’s Nice That fave), Nadia Lee Cohen to create a campaign film starring Pamela Anderson. Yes, that’s right.

The short video, coming in at just over three minutes is titled Bumfuck Nowhere with the subtitle Fabulously Glorious Outsiders. A surreal and larger-than-life scene, the strange characters, their clothes and poppy make-up seem to have stepped right out of David LaChapelle’s brain.

Bumfuck Nowhere opens with a small, rickety home, out of which a woman stumbles holding a gun. We then rewind three hours and forty minutes to a party including Instagram stars Leo Mandella, Caroline Vreeland and Lili Sumner alongside rapper Brooke Candy. Although short, the video’s carnivalesque narrative finishes with the untimely death of the Baywatch star as she cowers at the feet of Gilbert Trejo.

“We wanted to make a ‘cult’ glamorising misfits who live in the middle of ‘nowhere’,” explains Guiliano Calza, GCDS’ founder. Shot in the desert outside of Los Angeles, the film is a mishmash of both Guiliano and Nadia Lee’s references but with its dramatic narrative and over-the-top aesthetics, it definitely channels the brand’s 90s inspirations.

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Nadia Lee Cohen: Bumfuck Nowhere for GCDS

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Nadia Lee Cohen: Bumfuck Nowhere for GCDS

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Nadia Lee Cohen: Bumfuck Nowhere for GCDS

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Nadia Lee Cohen: Bumfuck Nowhere for GCDS

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Nadia Lee Cohen: Bumfuck Nowhere for GCDS

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Nadia Lee Cohen: Bumfuck Nowhere for GCDS

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Nadia Lee Cohen: Bumfuck Nowhere for GCDS

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Nadia Lee Cohen: Bumfuck Nowhere for GCDS