In the latest campaign, G-Star worked with Rankin and the ‘Raw’ talents of Sergio Pizzorno and Keenan Kampa, demonstrating the rough and ready style of Type C denim and the flexible stretchiness of Jeg Skinny.
This is the first time G-Star has teamed up with Rankin, who is known for his creative fearlessness. The British photographer was immediately intrigued by the campaign concept. “G-Star clothing is all about the art of denim, there is a kind of an inherent authenticity to the brand.”
“ Rankin’s photography is famous for bringing out the true character of the subjects ”
Rankin was born in Glasgow and brought up in Hertfordshire. Whilst following his father’s footsteps studying accounting at Brighton Polytechnic, he realised that his interests lay elsewhere and dropped the course to take up photography. He studied at Barnfield College Luton and London College of Printing. During this time, Rankin met Jefferson Hack, with whom he created the iconic magazine, Dazed & Confused.
Rankin went on to launch his own quarterly fashion magazine, RANK. He also publishes Another Magazine, Another Man and more recently ‘HUNGER’.
Rankin’s photography is famous for bringing out the true character of the subjects. His portraits have featured many great stars including Kate Moss, Pharrell Williams, Damien Hirst, Madonna, David Bowie, Björk, Agyness Deyn, Liv Tyler, The Rolling Stones, Vivienne Westwood, Cate Blanchett, Queen Elizabeth II, Benicio Del Toro and Gemma Arterton.
Rankin created the photography and film for the explosive campaign featuring the G-Star ‘Destroy to Construct’ message. The skeleton dog shatters into denim and transforms into the elegant Keenan before becoming Sergio smashing his guitar back into the running dog.
All parties agreed on the authenticity of real explosions, as opposed to the all too familiar look of CGI. While this exciting film process highlighted the real detail of the raw denim, it required a great deal of planning and experimentation with controlled explosions under the roofs of Rankin’s London Studio.
The sequences were shot in super slow motion using two Phantom cameras at 2500fps. The film required a great deal of post-production but maintains the effective legitimacy created by Rankin’s camera work and the pyrotechnics.
The partnership has resulted in a powerful campaign that portrays the story behind the denim while reinforcing the sentiment of G-Star.