Wednesday, 8 February 2017

Pharrell Williams and G-Star RAW Fuse in the Launch of the SS17 Campaign


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.