Giddy Up, Gabe Gordon's SS25 Collection Is Finally Here
Accompanied by an eerie campaign set in the designer’s hometown.
Gabe Gordon first unveiled his Spring/Summer 2025 collection “HORSEPLAY,” at New York Fashion Week and though that moment now feels like a distant memory, the long-awaited arrival of the capsule is finally here.
On the runway, models stormed the catwalk looking like they galloped out of a haunted barn — bruised, tousled and hay tangled in their hair. Now, that same untamed energy gallops into these campaign visuals, which bring its unsettling narrative to life in the most hauntingly beautiful way. Shot by photographer Michael Hauptman, the campaign carries an eerie stillness that draws you in and is also set in Gordon’s hometown in Connecticut, adding an extra layer of meaning and connection to the designer’s roots.
This collection draws from a surreal, horror-infused fever dream, steeped in ’80s nostalgia. At its core, a horseback riding competition takes a dark turn when the lone male rider is violently thrown from his horse into a patch of ferns. Dragged out by a group of jocks, what begins as an oddly charged, erotic tension quickly escalates into something far darker. The jocks subject him to a brutal hazing ritual, unknowingly releasing a sinister force. Now possessed, he seeks revenge, targeting his female competitors one by one.
The collection fuses slashed knitwear, reimagined vintage sports tees, ’70s football uniforms and other varsity-inspired staples, all paying homage to classic athletic styles while underscoring Gordon’s twisted, homoerotic narrative.
Gabe Gordon’s SS25 collection is available for purchase on the brand’s official website. Click the gallery to see more of the campaign.
For more SS25 drops, read about Nike Swim’s SS25 capsule.
