“G-Star has always been on the raw, spontaneous, kind-of-young-and-wild side — my work fits them in that way,” said Ellen Von Unwerth in a statement.
G-Star Raw’s new campaign returns to the brand’s roots to highlight jeans as an individualistic garment, according to a statement from the brand. So it seeks to close the gender gap at G-Star, where women’s remains less than a third of the business, but Shubhankar Ray, global brand director, sees it performing several other functions, including reasserting the denim heritage of the brand, which celebrated its 25th anniversary last year.
“Every few years, you have to shake it up,” said Ray. “And especially in the last two years, there’s been so much talk about denim going down. It seemed like a good time to have a bit more fun, get a little more sexy, and celebrate jeans, which are certainly the most democratic garment on the planet.”
The new campaign will include a hashtag call-out — #tightorwide — as G-Star looks to activate a more vigorous online conversation among its followers.