Jun 26, 2017 | By Lourdes Linares
Get more Denim insights as a WGSN subscriber
Mar 01, 2017
For Spring/Summer 2017, Pharrell Williams and G-Star RAW have reinterpreted G-Star’s most iconic jean fit, the Elwood, with a vibrant new identity. In line with the jeans 20th anniversary celebration, the G-Star Elwood X25 campaign is the first major project Pharrell has executed since becoming co-owner and Head of Imagination for the brand a year ago.
The collection was initially previewed at Complexcon back in November, where Pharrell showcased the archive style in 25 distinctly different prints. The new design venture is part of what they are calling their “joint commitment to innovation, creativity, and self-expression,” while “elevat(ing) the essence of jeans.” “The 25 prints are an expression of true creativity,” says Pharrell. “They give the wearer freedom to choose for themselves and by doing so, empower them to decide who they want to be.”
Reflecting Pharrell’s unique style and self-expression the collection celebrates individuality and diversity and offers people full freedom to choose which print works for them. Whether it’s stripes, tartan, camo, aloha prints, plant and animal prints, there really is a choice for every individual. Or if you’re like Pharrell, you can wear them all.
The full collection is available now at G-Star.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.