Wonderland.

G-Star RAW Campaign

For their AW16 campaign, G-Star are asking, “what is RAW?”

Sometimes you have to wonder just how Pharrell does it. Between being half of one of the most legendary production duos of all time, regularly collaborating with adidas, lending his buttery vocals to smash hits, and any number of other exploits (all without aging a day), the Beautiful One is also G-Star’s new co-owner and Head of Imagination: how’s that for an official title? Well, as Pharrell has come on board and shaken things up a little, it’s a fitting time for the label to look inward and ask itself: “What is RAW?” And how is the legendary  label answering this existential question? Through a killer AW16 campaign, of course.

By lifting the lid on their Amsterdam atelier, raiding their storied archives, and taking a closer look at the people who make G-Star happen, the label’s got to know itself pretty damn well. The culmination of this metaphorical journey is their Family Portrait which, much cooler than any family photo we’ve been a part of, demonstrates the breadth and variety of the team behind the brand and stresses G-Star’s commitment to cooperation. It all makes for an utterly unique campaign  which also happens to afford the rest of us a unique glimpse into the iconic denim brand’s nerve center – check out the video for a closer look if you don’t believe us. Pharrell himself certainly seems to have got the answer he was looking for, claiming, “RAW is not a noun, RAW is a verb,” and concluding after plenty of soul searching that the RAW spirit is something personal that really needs to be felt to be truly understood.

Clear now? If, unlike we enlightened ones,  you might still be feeling a little confused by the RAW philosophy, watch out for the full series of digital shorts that make up this denim-head’s-dream of a campaign. Alternatively, just enjoy looking at some sweet jeans and leave the conceptual stuff to Pharrell: he’ll manage just fine we’re sure.

G-Star RAW Campaign

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