“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 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.
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