Published in Manuscript:
For the first time in the history of the fashion label, G-Star takes personalised branding to a whole new level by casting its own staff members as the faces of its newest campaign, from the service desk employee to the apparel designers. RAW Family Portrait showcases the heart and soul of the G-Star brand, putting the spotlight on the people that continue to make it the highly reputed label it is today. The campaign also comprises of a film and digital shorts, taking audience on an intriguing journey through the G-Star headquarters in Amsterdam. The videos, which include staff members and co-owner Pharrell Williams, provide insight into the brand’s engineering process, obsession with 3-D denim construction and commitment to sustainable fashion.