An exclusive first look at the brand's new imagery.

Gauntlett Cheng is the downtown-fueled<a href="https://gauntlettcheng.com"> fashion line</a> that does things their own way. Take, for example, the fashion shows, which are held at unconventional locations (like a Tribeca apartment on a winding side street) or the pieces themselves, comprised of what seems like everyday garments with subtle, daring twists that would make anyone do a double take. Case in point: button-down shirts with strategically-placed slices (the brand refers to them as breast-feeding shirts,) or maxi-length bandeau dresses chopped and rendered as something that feels completely new. Many of the looks were also styled with babushka-like scarves. 
 
Esther Gauntlett and Jenny Cheng (alumni of Eckhaus Latta) founded the brand together in 2014 as a way to explore &ldquo;work life, financial anxiety, sexuality, a sense of home, desire, frustration and nostalgia,&rdquo; through the vessel of womenswear and menswear. 
 
Titled &ldquo;Soon Ripe, Soon Rotten,&rdquo; the duo&rsquo;s seventh collection was presented in the aforementioned Tribeca apartment in September 2017, and focuses on textile development and the distortion of silhouettes. &ldquo;The &lsquo;G&rsquo; and &lsquo;C&rsquo; characters&nbsp; seen in the collection were developed through hand-drawn illustrations featuring &lsquo;grape&rsquo;, &lsquo;carpet&rsquo;, &lsquo;grass&rsquo;, &lsquo;cheese,&rsquo; which were then airbrushed onto a semi sheer nude stretch fabric,&rdquo; according to Cheng.

Along with all that, comes the new ad campaign that pulls from some of the very same references, and the definitive aesthetic&nbsp;of the new collection.&nbsp;&quot;We wanted the portraits to be shot in the same location as the show - an empty apartment where the models walked through a winding hallways, kitchens and bedrooms,&quot; Cheng told L&#39;Officiel USA.&nbsp;&quot;The photos were shot either seated in a closet or the doorway between two small rooms, domestic and personal spaces that are pretty far removed from traditional fashion sets.&quot; 
 
Below, a first look of Gauntlett Cheng&rsquo;s new campaign shot on film by Rob Kulisek, designed by&nbsp;Matthew Tsang&nbsp;and styled by Akeem Smith.

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The Story Behind Gauntlett Cheng's New Campaign

L'OFFICIEL USA December 2024 - Julianne Moore Cover

L'OFFICIEL USA November 2024 - Salma Hayek Pinault Cover

L'OFFICIEL HOMMES USA October 2024 - Rupert Friend Cover

L'OFFICIEL HOMMES USA October 2024 - Joseph Quinn Cover

L'OFFICIEL USA September 2024 - Fall Fashion Cover Featuring Supermodel Sasha Pivovarova

L'OFFICIEL USA June 2024 - Nicole Kidman Cover

L'OFFICIEL USA June 2024 - Megan Thee Stallion Cover

L'OFFICIEL USA May 2024 - Jackson Wang Cover

L'OFFICIEL USA May 2024 - Natalie Portman Cover

The Story Behind Gauntlett Cheng's New Campaign

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