Launched as a fresh
interpretation of the 3D G-Star icon that celebrated its 20th
anniversary in 2016, the G-Star Elwood X25 is a translation of unrestrained
self-expression captured in 25 prints curated by Pharrell Williams. Inspired by
original checks, camouflages and traditional patterns from all over the world, these 25 prints make space for individuality.
The G-Star RAW Spring/Summer ‘17 campaign
reinforces the message of freedom of choice that has inspired the 25 unique
prints. The prints are photographed on Pharrell Williams and Dutch model/artist
Marte Mei van Haaster in an array of vibrant industrial and pastoral scenarios,
bringing the spirit of the collection to life.
The campaign is accompanied by a behind-the-scenes short
feature film and several visual snippets, all shot in analog film. The artistic
outcome, along the launch of G-Star Elwood X25, reflects on Pharrell’s
personality and style – a melting pot of cultures and global influences that
have been combined with G-Star’s DNA. His creative leadership and unique role
as the brand’s cultural barometer for global audiences resonates in each
nonpareil print and its own unique story.
G-Star Elwood X25 will be in stores as of
February 2017.
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