“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.
Louis Vuitton, Nike and Sotheby’s announce the Louis Vuitton and Nike “Air Force 1” by Virgil Abloh Charity Auction as the launch of the Louis Vuitton Spring-Summer 2022 Collection by Virgil Abloh.
“I want the collection to be timeless – it could be now, it could be the past, it could be the future. It’s not just about one person – I want everyone to see a part of themselves in it.”
This menswear week has encouraged us to hope that, in a world mostly devoid of sentimentality, the garments we wear couldn’t only be considered excludable and rival goods, but that we all, as wearers, can acquire the truest experience of their most visceral value.
Take a look at Gunther Fall/Winter 2022 backstage, captured by the lens of Sebastian Pielles during Paris Fashion Week, in exclusive for Fucking Young!
D.N.I, the brand created by the Peruvian twins Paulo and Roberto Ruiz Muñoz, unveiled its Fall/Winter 2022 collection titled “El Mercado de mi Infancia“.
We wanted to know what is ahead of us before this season’s edition of TRANOÏ Men during Paris Fashion Week at Palais de Tokyo. Who is better to talk to than the person in charge of men’s fashion at TRANOÏ, Geoffroy Lauzet.
Titled Plugged In, the project shines a light on four up-and-coming music writers who have been given a platform to share their stories, style and individual language in the music world.
Taking theater and cinema as mirrors of reality, for the FW22 Prada men’s show by Miuccia Prada and Raf Simons, the Deposito of the Fondazione Prada is reimagined by AMO as a stage for action, a representation of a heightened actuality.
Magliano’s imaginative machine is once again set in motion, this time for a reverse path, with a collection that tells of encounters, amorous and otherwise, in a nocturnal, lunar atmosphere, with a sense of solitude, melancholic.
Shot over the past two years, from the early days of the COVID pandemic, Mogutin brings a diverse group of personalities together creating a sense of community and spirit of creative collaboration and interconnection.
