“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.
There are artists who dress the world — and others who undress it. David Delfín did both. Tomorrow, at Valladolid’s International Film Festival (Seminci), RTVE Play unveils “David Delfín. Muestra tu herida“, a documentary that peels away the myths to… »
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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.
