“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.
Fernando Casablancas photographed by Jorge Ewald and styled by Vitor Ferreira and creative direction by Pablo Quoos, in exclusive for Fucking Young! Online.
A full-day immersion into the vibrant crossroads of African and global electronic culture, where DJ sets collide with live mural paintings, fashion pop-ups, and an afterparty stretching into dawn.
D.N.I unveiled the lookbook for its latest collection titled “Mi abuelo murio bailando” (My grandfather died dancing), photographed by Raul Guillermo and styled by Paulo Ruiz Muñoz.
What is the aim of ROMBAUT, in the words of the designer, when presenting “CORE”? To strip things back to what matters most — community, creativity, and conscious design.
Characterised by its bold and strong image due to its visuals, the brand founded in Shanghai and based in London is considered to be one of the most avant-garde of the moment.
This Milan Design Week, Madrid-based platform Mayrit drops into the city with a double act that feels more like a mirage than a conventional exhibition.
Fusing heritage and precision, the unveiled collection consists of 13 pieces, through which the spirit of racing, a central theme in the brand’s DNA, is channelled.
+380 pages to change the channel: from Big Brother, to Buffy, a dating program, music from 90s, weathermen, a late show, Uggly Betty, Sex & the city, tattoos… and more!
Our must-see TV lineup includes pop-culture phenomenons from Gossip Girl star Evan Mock gracing the cover shot by TianZheng Yun, in a shooting inspired by the “Ugly Betty” series.
