Though brands historically spend thousands on their runway shows each season, G-Star Raw is making a strong case for strutting from the comfort of home during a global pandemic.
On Friday, the Dutch denim brand hosted a “Stay-at-Home Catwalk” on Instagram Stories for people around the world to experience from their own living room.
Straight from the corridors, kitchens and living rooms of 25 models and influencers from 10 different countries, G-Star assembled a digital catwalk that showcased its Spring 2020 collection. The models were asked to record themselves wearing the collection and walking to the beat of the same G-Star Raw track. G-Star edited the video into one big global catwalk show.
The aim of the fashion show was to continue to highlight the new collection, connect, entertain and inspire fans while all G-Star stores are temporarily closed amid the coronavirus outbreak, the brand stated. And more important, the show was a platform for G-Star to send a clear message for everybody to stay at home.
“During these difficult times G-Star is still at the service of our loyal customers,” said Gwenda van Vliet, G-Star Raw chief marketing officer. “We keep working. We are still inventive and creative. Our Stay-at-Home Catwalk shows how we have teamed up globally to provide a little joy and distraction around one clear message: stay at home!”
It’s a no-nonsense message that G-Star is carrying out across its social media channels in the past week. On Instagram, the brand posted an image that reads, “Denim can wait. Stay at home.” It has also swapped its logo profile image across all of its social media channels for the simple message: “Stay safe.”