“Gasanova” SS26: Woman as Water — Fluidity, Freedom, and Transformation

Elvira Gasanova envisions the modern woman as fluid, internally free, and open to transformation. “I observe the women who inspire me, and they all share this quality: they don’t break under pressure — they flow around it. Like water. This collection is about a state I’m searching for myself: when you are both in motion and at peace, when form doesn’t limit you but sets you free,” the designer explains.

The silhouettes of the collection are built around the wave motif — the key symbol of the season. Rounded lines, asymmetrical lapels, cut-outs, and sculpted seams echo the natural plasticity of the body, creating a sense of continuous movement.

This season, “Gasanova” expands the boundaries of traditional fashion imagery. The SS26 campaign was created at the intersection of fashion and technology: the team worked with AI as a full-fledged tool in visual production, combining classical fashion photography with digital image generation. The photographer was responsible for composition and light, the gaffer shaped the lighting dramaturgy, while the makeup artist defined beauty parameters through prompts.

Raffia plays a special role in the collection, shaping its texture and rhythm. Knitted elements and wave-like patterns add depth to the looks while enhancing their tactile and natural feel. The brand’s signature symbol — the letter “G” — transforms into a shell form, integrating into decorative elements as a new visual code of the season.

The “Gasanova” SS26 “Woman As Water” collection is now available online on the brand’s official website.