Facebook Pinterest Search Icon SourcingJournal_horiz Tumbler Twitter Shape photo-camera graph-trend Shape latest-news icon / user

G-Star Gets ‘Raw’ in Latest Campaign

Join Sourcing Journal on March 13th HKT for Sourcing Summit Hong Kong for discussions on mending relationships between supply chain partners, remaking factories for smaller MOQs and faster turns, and creating resilience to survive the next inevitable crisis.

G-Star is going beneath the surface and into the ‘raw’ for the brand’s Fall ’16 campaign.

Posing the question, “what is raw?” G-Star takes a look at the people that produce the product in the campaign, examining their craft and the spaces they occupy to form a “raw” family portrait.

The portrait is just one part of the multimedia campaign, which also consists of a film that shows a behind-the-scenes process within the G-Star headquarters in Amsterdam, as well as a series of digital shorts telling the story of the denim production process.

The entirety of the fall campaign focuses on the connection between denim and a personal sentiment that “must be felt to be understood.” The campaign emphasizes the company’s interest in 3-D denim production while relaying a raw, personal sentiment through voice-over and intimately shot production scenes.

Related Articles

More from our brands

Access exclusive content Become a Member Today!