“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.
Take a look at Who Decides War Spring/Summer 2026 backstage, captured by the lens of Spencer Stovell during New York Fashion Week, in exclusive for Fucking Young!
For Spring/Summer 2026, Palomo returned to Madrid. The setting was The Palace Hotel, an intimate presentation that marked a homecoming after several seasons in New York.
Gucci introduces a new sneaker, the Gucci Shift, designed for motion. It translates the House’s athletic history into a form made for the rhythm of now.
Take a look at Campillo’s Spring/Summer 2026 backstage, captured by the lens of Spencer Stovell during New York Fashion Week, in exclusive for Fucking Young!
The offering is relaxed yet polished. It includes rugby shirts, lightweight shell jackets, and everyday T-shirts that speak to the brand’s modern-prep influences.
Turn the page. Breathe deep. Your pupils are already dilating. The high is coming.
Issue 26 brings together two electrifying covers that take the dopamine dive from Sadiq Desh captured by Cris Cerdeira to multidisciplinary visual artist and photographer Tomás Pintos’ cover story, Besos hasta agotar stock (Kisses Until Sold Out), developed from the live performance creating a space where glamour
meets exhaustion.
