Updated 01:52 pm EST, February 17, 2024

Published 10:28 pm EDT, October 8, 2023

Photo Courtesy: Mercedes-Benz Fashion Week Madrid

Crack Studio: Jet Lag

By Alfonso de Hoyos-Acosta

Abandon your comfort zone in search of your dreams with the avant-garde and edgy fashion of Crack Studio by Giovani Franco.

By Alfonso de Hoyos-Acosta

Updated 01:52 pm EST, February 17, 2024

Published 10:28 pm EDT, October 8, 2023

Photo Courtesy: Mercedes-Benz Fashion Week Madrid

To call Crack Studio an avant-garde or edgy brand would vastly undersell the reality. The clothing is artistic, unique, and meant to catch immediate attention while still being eminently accessible. After graduating in design and fashion at ESNE, Giovanni Franco obtained a master’s degree in communication and Fashion at IED. Afterward, he completed his internship at Davidelfín, a Spanish clothier. He initially worked as a stylist, which helped Giovanni solidify his aesthetic and learn to trust himself as he experiments and innovates.

Crack Studio presented its collection Jet Lag, during Mercedes-Benz Fashion Week Madrid, September 2023.
Crack Studio presented its collection Jet Lag, during Mercedes-Benz Fashion Week Madrid, September 2023.

Crack Studio: Jet Lag

The concept of his latest collection Jet Lag is based on the abandonment of his hometown. He ponders how someone has to give up their comfort zone in search of their dreams. Giovanni’s clothes on the runway represented the fell of moving to another city to nurture your future—that feeling of uncertainty and starting from scratch in a new place. The collection uses primarily dark tones and clings to the body with pieces that are made to carry that feeling of uncertainty. His collection is wildly imaginative and extremely fun. Looking at his past collections, one can see how Giovanni has matured and delights in challenging his audience to be beautiful, adventurous, and fun above all else.

Crack Studio presented its collection Jet Lag, during Mercedes-Benz Fashion Week Madrid, September 2023.
Crack Studio presented its collection Jet Lag, during Mercedes-Benz Fashion Week Madrid, September 2023.

Crack: Breaking the Rules

Giovanni created the name “Crack Studio” because it’s the sound of an object when it breaks. He states: I found it interesting and easy to remember. Who doesn’t hear a ‘crack’ and turn around to see what happened?”. His foundational aesthetic is from the 2000s, when pop culture exploded. 

Since then, he believes it became such an essential societal influence today. Although his clothes are feminine, they are not necessarily only for women. Giovanni wants his designs to be more unrestrained and without prejudice.

Crack Studio presented its collection Jet Lag, during Mercedes-Benz Fashion Week Madrid, September 2023.
Crack Studio presented its collection Jet Lag, during Mercedes-Benz Fashion Week Madrid, September 2023.

The Collection

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