For this season's campaign, G-Star are showing what's under the surface of their legendary RAW range. The campaign focuses on the people that make the brand, their craft and the spaces they occupy. Speaking about the definition of RAW, G-Star's new co-owner and Head of Imagination, Pharrell Williams, said that "RAW is not a noun, RAW is a verb." One way the campaign shows the team behind it is through the RAW Family Portrait. Through the portrait, G-Star show the ethos at the heart of the brand, their belief in equality and team effort.
For this season's campaign, G-Star are showing what's under the surface of their legendary RAW range. The campaign focuses on the people that make the brand, their craft and the spaces they occupy. Speaking about the definition of RAW, G-Star's new co-owner and Head of Imagination, Pharrell Williams, said that "RAW is not a noun, RAW is a verb." One way the campaign shows the team behind it is through the RAW Family Portrait. Through the portrait, G-Star show the ethos at the heart of the brand, their belief in equality and team effort.
Along with the Family Portrait, the 'What is RAW' campaign also includes a film that shows behind the scenes of the G-Star Amsterdam headquarters while the design process was taking place. There is also a selection of digital shorts that show the brand's product engineering process, 3D-denim construction methods and their commitment to sustainable innovation. The idea is that all of these elements come together to show that "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 more from the 'What is RAW' campaign below, and you can read more about it on G-Star's website.
