Tokyo cult-favorite sneaker and shoe brand grounds presents its new campaign for the upcoming PRE-FALL ‘24 collection titled, ‘Dessert’, and photographed by Katy Shayne. The series of impish photos star Elena Gatsenko and Yvana Han and is shot against the backdrop of a classic Americana diner in Los Angeles. The two models are photographed indulging in an array of desserts and candies, while wearing the new grounds collection. As sweet as the it can seem, the look book suggests the items styling with a rather spicy touch, adding hints of sensual and mature attitude approaching this theme.
The Pre-Fall ’24 collection offers a wide selection of sneakers and shoes represented in a candy-colored palette of frosted pinks / mint / soda sky / marshmallow / sorbet and disco, and inlcude some of grounds’ iconic styles such as: Moopie / Jewelry and Oyster, all in updated and playful iterations using fluffy textures and mixed fabrics.
The tasty feeling of sweet delights doesn’t only come from sugar, milk, and butter, but from grounds footwear’s colors, textures, shapes, and embellishments. The “dessert” collection adds a subtle reminder of an essential attitude that’s easily forgotten; “life is sweet” – just don’t forget the cherry on top”. Mikio Sakabe (Creative Director, grounds)