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G-Star Raw Appoints Former VF Corp Marketing Director to CMO

G-Star Raw has appointed Gwenda van Vliet as the company’s chief marketing officer.

As a member of the Dutch denim company’s executive committee, Van Vliet will serve as the “global brand and marketing architect responsible for defining, amplifying and expanding the brand’s voice to position the business for long term growth.”

Van Vliet brings more than 15 years of comprehensive marketing and communications experience in retail fashion brands, G-Star Raw stated in a release. She previously served in several global marketing leadership roles, most recently for VF Corp. in Belgium and Wolford in the Netherlands.

“I’ve always admired G-Star’s unconventional ethos, including the culture, creativity and innovative spirit of the brand,” said van Vliet. “These core values are what makes G-Star unique and I am thrilled to work with the team on the important task to deliver a bold, new and exciting point of view to our consumers around the world.”

In recent seasons, G-Star unfurled a series of environmentally-friendly and celebrity-driven product stories, including a sustainable collection inspired by natural elements with Jaden Smith and the launch of its “Most Sustainable Denim Ever.”

The company, this week, added actress Ruby Rose to its roster of famous brand ambassadors, making her the face of its women’s Spring/Summer ’19 campaign, “It’s you. Own it.”