Ellen von Unwerth, photographer extraordinaire, shot the campaign and captured the attitude of denim. Fresh and spirited - it's scene that feels now.
"Apart from being sensual and feminine, my models are also strong, persuasive, intense... G-Star has always has been on the raw, spontaneous, kind-of-young-and-wild side – my work fits them in that way." Ellen von Unwerth
The campaign shows the spectrum of jeans offered by G-Star. With men's and women's
styles that span across skinny to loose, raw to distressed, dark indigo to chalk white, classic to cutting edge–the brand's mastery of denim is clear. Women's jeans are a particular strength of the brand, having extensively researched the details (from the perfect shape, size and placement of back pockets and side seams, to the ideal shape of waistbands) for the ultimate flattering fit. The girls of the campaign show just how good the right pair of jeans can look, a theme perfected by von Unwerth herself.
"...especially in the last two years, there's been so much talk about denim going down. It seemed like a good time to have a bit more fun, get a little more sexy, and celebrate jeans, which are certainly the most democratic garment on the planets," said G-Star RAW's Global Brand Director Shubhankar Ray.
Using a slogan-hashtag combination, "Wear it #tightorwide" carries the campaign into an
online activation, encouraging one to voice their opinion about how they wear their jeans;
their preferred tightness, or wideness. With the industry's current liking for all things
"boyfriend", baggy, or flared, vying against the much-loved skinny jean – #tightorwide is set to fuel the feud.
The G-Star RAW Spring/Summer 2015 collection is available now.
Follow #tightorwide to see where the verdict is going...and see more of G-Star RAW's campaign images below.