“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.
Patrick Taylor’s debut campaign showcases his unique design aesthetic, combining soft textured knits with playful shapes and nostalgic hues reminiscent of old family photographs.
This collab brings together the best of both worlds: Savage X Fenty’s body-positive and sexy vibes meet Diesel’s iconic design language under the creative direction of Glenn Martens.
MARKET is back with another playful collection for fall, and it’s got a great mix of outdoor vibes, racing influences, and basketball-inspired details.
Guille López at Pop House photographed by Andrei Zozulya-Davidov and styled by Adriano Batista with pieces seen at Gran Canaria Swim Week, in exclusive for Fucking Young! Online.
The Nike exhibition at Vitra Design Museum is a deep dive into the brand’s design history, showcasing its evolution from a small startup to a global powerhouse through innovation, performance, and collaboration.
Canadian artist Kris Knight returns to Galerie Alain Gutharc with his latest solo show When The Sun Hits, presenting from October 12 to November 16, 2024.
Calling all rebels and loyal subjects alike! Eastpak unveils a stellar collaboration with the Star Wars™ saga, bringing iconic characters and imagery to your everyday adventures.
Designer Monique Fei explores the intersection of craft and couture, transforming traditional shapes and techniques to create wearable sculptures that interrogate their own material and making process.
Set to launch on October 10, this collaboration will feature iconic DC characters like Batman, Superman, and The Joker, reimagined through Songzio’s distinctive aesthetic.
Arsenal and Aries have joined forces for a limited-edition collection, aptly designed for the “Arsenal Faithful,” blending the club’s rich heritage with Aries’ signature street-luxe aesthetic.
