Jun 16, 2017 | By Alice Gividen
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Jan 14, 2014
Last week in Milan during Pitti Immagine Uomo, G-Star RAW presented its new Autumn/Winter 2014 collection, along with the new retail concept, to showcases its new innovative approach to denim display.
G-Star made waves this season when it announced it wouldn’t be showing during Bread & Butter Berlin (BBB). Instead the Amsterdam-based denim giant decided to wow with a bigger presentation and presence at Pitti Uomo. The move comes after a growing number of global denim players including Levi’s Red Tab, Diesel, Lee, Wrangler, Guess and Replay have pulled out of BBB over the past 4 seasons. July 2013 saw G-Star focus on a off-site presentation at Kater Holzig with a small presence at the show, but F/W 14 saw the brand pull out completely from the Berlin schedule.
A fresh start perhaps, the extensive Pitti presentation followed in the wake of the launch of G-Star’s new Oxford Street flagship store in London, which premiers the brands new retail concept that focuses on the individuality of each denim design. The new store presentation, aimed at creating “a clearer and effortless shopping experience” and showcasing G-Star’s “denim favorites” was recreated within Teatrino Lorenses in the epicentre of the fair.
The highlights were displayed within a unit that boasts the brands signature minimal industrial aesthetic of clean concrete and steel frames, with a single row of skeletal mannequins propping up the 3D jean designs. Around the border they exhibited the 10th anniversary collection with collaborator Marc Newson. The exhibit was to showcased and celebrate the milestone with this renowned industry designer. Among the premium capsule anniversary collection was a reversible bomber, three different denim “uniforms” and a selection of anniversary T-shirts, sweats and shirts.
While G-Star RAW will surely be missed at Bread & Butter Berlin, we’re sure its new home at Pitti Uomo will inject a new vein of indigo into the fair.
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