G-Star Raw brings newness for fall with a larger-than-life G-Star Hardcore Denim campaign starring multi-hyphenate Cara Delevingne.
The campaign highlights two new women’s fits, the Stray, a 1950s-inspired ultra-high-rise straight fit, and the Type 49, a high-rise relaxed fit for men and women. The styles deliver a “youthful, androgynous vibe” and add a rebellious edge to classic styles, according to G-Star.
G-Star Raw is also adding its name to the growing list of denim brands introducing evergreen collections. Its newly launched Denim Essentials is a collection of classic styles that will be offered every season. From a boyfriend-fit denim vest to the Arc 3D jeans, each one of these staple pieces is available to wear through the years.
Set in an abstract world, the Dutch label said the new campaign represents surreal cities free of rules and logic. Buildings and roads are stretched and twisted. Delevingne and the rest of the cast are the size of skyscrapers. “Within the abstract setting, you’ll see unexpected dimensions, disruptive perspectives and unusual gravitational forces,” G-Star said.
Big cities—whether real or surreal—are a source of inspiration for denim brands’ fall campaigns. Inspired by the “frenzied yet harmonic post-pandemic New York City,” DL1961 shot its campaign in the Big Apple. Diesel also featured denim-clad models on soaring skyscrapers in its fall campaign.
G-Star said it chose Delevingne as its new face because she is a “true original” and “her rebellious, outspoken character” helps her “show different aspects to her personality.”
She previously starred in 7 For All Mankind’s Spring/Summer 2022 campaign promoting embroidered denim.
