“RAW is not a noun, RAW is a verb“, said G-Star’s new co-owner and Head of Imagination, Pharrell Williams, when asked about the meaning of raw. For the first time in the brand’s history, G-Star RAW is stepping beyond the product to present the question: “What is RAW?”
To answer the question, the G-Star Fall/Winter ‘16 campaign tells the story of what exists beneath the surface of the brand itself: the people that make it, their craft, and the spaces they occupy. This story and subsequent metaphoric journey through the world of G-Star is portrayed through the RAW Family Portrait. The formation within the portrait emphasizes the brand’s belief in equality and team effort. By stripping back what’s on the outside to uncover what lies beneath – this is raw.
The Family Portrait is just one part of a multilayered campaign, which is also comprised of a film that highlights the design process taking place at the G-Star headquarters in Amsterdam, and a series of digital shorts which tell the stories of the brand’s product engineering process, obsession with 3D-denim construction, commitment to sustainable innovation, and more.
Throughout all the seasonal campaign assets, it becomes quite clear: the real meaning of raw is a personal sentiment that cannot be explained, it has to be felt to be understood.
Thobeka Mbane created this story in exclusive for Fucking Young!, to explore the soft side of a black man, to break the stereotypes about what makes a man.
Calvin Klein continues with its #MyCalvins campaign for Fall/Winter 2019, this time featuring Diplo, Odell Beckham Jr., Jacob Elordi, Lay Zhang, and Matthew Noszka, shot by Daniel Jackson.
Once again, hummel joins forces with Mexican designer, Willy Chavarria, to present a second collaboration inspired by the #5683 – the overriding message of LOVE.
Take a look below at some of the best looks and cool people captured by the lens of Marc Medina during the SS2′ edition of CIFF, in exclusive for Fucking Young!
Photographer Claudia Maturana and stylist Carla Cristallini teamed up to create this video featuring models Dário Maturana, Joan Mahiques, and Luca Ateca, in exclusive for Fucking Young! Online.
Khodi Bregonje and Edoardo Hendrik Calabrese at 3mmodels shot and art-directed by Kristijan Vojinovic, and styled by Mirjam Breukers and Kristijan Vojinovic, in exclusive for Fucking Young! Online.
