G-Star and Pharrell Williams ask ‘What is RAW?’ in new AW16 campaign
By Will Stroude
With the iconic Pharrell Williams stepping in as G-Star’s new co-owner and Head of Imagination, the brand’s new Fall/Winter ‘16 campaign sees G-Star RAW stepping beyond the product to present the question: “What is RAW?”
To answer this thought-provoking question, the 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 intimate and personal story is portrayed through the RAW Family Portrait. The formation within the portrait emphasises the brand’s belief in equality and team effort. By stripping back what’s on the outside to uncover what lies beneath – the campaign unearths something minimal, direct and RAW.
The Family Portrait is accompanied with 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 commitment to sustainable innovation, and more.
Throughout all of the campaign, 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. #WhatisRAW
Pieces are available at g-star.com.
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