TikTok Personality Anna Malygon Fronts GCDS Modern Princess Campaign

MODERN PRINCESS: Anna Malygon is fronting the GCDS spring 2026 campaign.

The internet personality, whose TikTok profile counts 7.7 million followers, is strengthening her ties with the brand founded by Giuliano Calza after having closed the spring 2026 runway show wearing a barely-there, see-through dress during Milan Fashion Week.

Launching on Wednesday, the label’s new campaign riffs on Malygon’s social media posts, centered on videos that offer glimpses of her life in what it seems like a castle and often feature her butler Alfred, who has become an internet star himself.

Themed “The Modern Princess,” the GCDS campaign was shot at a Los Angeles mansion by Jumbo Tsui.

Malygon sports a range of the brand’s looks, including formfitting minidresses with Hello Kitty-shaped cups, lingerie-inspired frocks covered in animalier patterns and GCDS’ ubiquitous fang-shaped heels “Morso.”

The chaotic energy of the colored images is also channeled in a series of short videos, including ironic episodes featuring a cameo from Alfred. These include a clip in which Malygon narrates “a day in my life as a modern princess,” which implies training and playing “hide and seek and dress up with all the new clothes from GCDS,” she says.

Another episode starts with Alfred telling Malygon: “I’m so happy that you gave me a raise that I went to GCDS and bought you every single item that they have,” before the duo eventually starts showing off looks and accessories from the new collection.

“Anna embodies a new kind of modern princess. There’s something powerful about meeting someone so young who already possesses such a clear sense of self, humor and creative conviction,” Calza told WWD. “When she closed the GCDS show, it immediately felt like a defining moment for the brand and our community. The campaign became a natural extension of that energy, a playful reinterpretation of the contemporary fairy tale through the GCDS lens. Her authenticity, spontaneity and confidence resonate deeply with the new generation that continues to shape the world around GCDS.”

The Italian brand is known for its ironic approach to the fashion industry that is rich in pop references, expressed via irreverent campaigns and a profusion of collaborations. Calza already proved his penchant for Los Angeles by picking the city for previous campaigns, spanning from the one fronted by Pamela Anderson in 2018 to the paparazzi-style spring 2024 imagery shot and produced by Backgrid. His love for the U.S. was reinforced by tie-ups with players such as Pepsi, Polly Pocket and Universal Pictures.

The GCDS spring 2026 collection was presented with a see now, buy now fashion show in February that marked the brand’s return to Milan Fashion Week after a one-year hiatus as well as its 10th-anniversary celebrations.