G-STAR INTRODUCES FALL-WINTER 2015 CAMPAIGN

By Crash redaction

ELLEN VON UNWERTH CAPTURES THE ESSENCE OF G-STAR JEANS

The new G-Star RAW Fall-Winter 2015 campaign is all about finding the perfect match, and by « match » we mean the perfect pair of jeans! This season, G-Star reinitiates its collaboration with iconic photographer Ellen von Unwerth. The German photographer is internationally renowned for her black and white, fun, and subversive aesthetic. An image that perfectly fits the raw identity of G-Star (an identity that is even part of the brand’s name, RAW). In a slightly saturated, monochrome atmosphere, the campaign pictures are all about that denim, which only G-Star knows how to do. With a hint of a military inspiration, the models (guys and girls) form a group of friends bound by their unique urban style, from the denim jacket to the pair of jeans and leather boots. This time again, G-Star puts its incredible know-how for denim at the center of the campaign. The iconic Elwood jeans proves its longevity: Since its launch in 1996, this denim has remained one of the most popular pieces of G-Star and was the first to use the Denim 3D technique allowing a perfect fit.

With this campaign, G-Star anchors its image into a modern, visionary approach. With the launch of an online tool called « The Jeans Matchmaker », G-Star makes it possible for everyone to find the perfect match in just a few clics. A bit like a dating app, only for you and your jeans (even better!). Best illustrated by a campaign video on the sound of « Finna Get Loose by P.Daddy and Pharrell Williams, the « Jeans Matchmaker » enables to choose from the G-Star entire jeans selection by swiping through key characteristics. « Tight », « dark », « wide », « clean », « low », « high »… How do you wear yours?

Use the Jeans Matchmaker right now, and discover the G-Star Fall-Winter 2015 campaign by Ellen von Unwerth below: