G-Star RAW Launches F/W 13 Multimedia Campaign

Dutch denim purveyors G-Star RAW launches into Fall/Winter 13 with another high octane multimedia campaign featuring some big and unexpected names.

Each season G-Star raisees the bar for their campaigns, bringing together a mix of high profile photographers, new faces and most recently, stunning new CGI movies to celebrate their passion for denim. F/W 13 sees the brand take an unexpected move tapping British photographer Rankin to take over the reigns from Anton Corbjin who has been the brand’s ambassador during the past few years. In a set of simple stills, Rankin photographs Kasabian guitarist and songwriter Sergio Pizzorno, in what G-Star expresses as embodying a theme of “destroy to create.” Pizzorno is captured in the label’s signature denim, highlighting G-Star Raw’s craftsmanship and classic cuts.

Like The Art of Raw film we previewed earlier this year, the latest campaign release also features an incredibly mind-blowing and visually artistic film to accompany the photographs. The video, also shot by Rankin, follows G-Star’s signature Skeleton Dog as it races to evolve into the two seasonal faces Sergio and also Vaganaova Academy ballerina Keenan Kampa who fronts the women’s line.

As part of the launch, G-star has released an exclusive jean in collaboration with Sergio. Created especially for Selfridges, a limited edition Type C pant will be released October 10th in a limited run of 100 pieces. The Type C is the latest evolution of G-Star’s signature 3-D design. It is constructed with an anatomical fit, tapered legs and oversized rear pockets. A total of 150 have been made, and each one is crafted from 14oz dark aged denim with a special off-white pocket patch and logo. The patch of each pant is stamped with its own unique ID number, and is personally signed by Sergei as a mark of authenticity.

The Type C will be offered exclusively at Selfridges.com with an additional 50 available later at g-star.com.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.