G-STAR X PHARRELL AW16 CAMPAIGN « WHAT IS RAW ? »

This season G-Star AW16 campaign featuring Pharrell Williams goes beyond the simple presentation of its new collection. For the very first time in the history of the brand, G-Star and its new co-owner and Image Director explore the meaning of « RAW » and how this word influenced the very core of the denim’s house. Indeed, RAW means everything to G-Star, that is to say the people whose craftsmanship and forward-thinking ideas allowed the house to be what it is today. The campaign is a portrait of the RAW Family, led by incredible talents but also equality and team spirit. The campaign is completed with some videos explaining the concept and creative process at the core of G-Star’s headquarters offices in Amsterdam and different products’ histories that give us a completed vision of G-Star philosophy and innovation. This aspect is embodied by the 3-D dimensions denim G-Star creations and its commitment to ecology and ethical production’s methods. The answer to the question « What is RAW » is simple: RAW is a state of mind rather than an attitude, a way of being shared by all the components of the RAW Family and its Image Director Pharrel Williams.

www.g-star.com