19 February 2024



A group of dancers with Burna Boy in the center

He’s the artist who brought afro-fusion to the rest of the world. He’s the industry disruptor redefining the trends. Burna Boy raises the tempo as the face of our SS24 campaign. Debuting his brand-new song ‘On Form’ and making his contagious energy impossible not to catch. "Our connection goes beyond fashion. It's about pushing boundaries and embracing authenticity. So, why not ride the wave with G-Star? It's a match made in denim heaven."

Burna Boy with sunglasses standing in front of a camera


Damini Ogulu (Nigeria, 1991) aka ‘Burna Boy’ drew inspiration from superheros to decide on his stage name. A strong indicator as to why he’s taking the music industry by storm. Born in Nigeria, he later moved to London, but a pursuit of music led to his return to Africa, alongside a rising momentum of his unique sound. What started in the niche spread to global popularity. Now, the award-winning artist is recognized worldwide as someone who is pushing the boundaries, driving music forward and disrupting his industry.


For Burna’s new song and our very own brand campaign, we enlisted the expertise of award-winning film director Dave Meyers. Having brought music videos to life from artists like Missy Elliot to Kendrick Lamar, alongside twenty years of experience, he established himself as one of the film industry’s most sought-after talents. A career directing music videos, led to experience creating commercials and most recently producing a Jennifer Lopez film set for release in 2024.

The ‘On Form’ video encapsulates a growing, contagious energy transferred across London. As each of the dancers spread style through the city, a feeling takes over, translating between music and fashion with the afro-fusion original leading the way. The black-and-white aesthetic gives a nod to our campaigns from the past, where fashion photographers like Anton Corbijn and Ellen von Unwerth set the tone.


Just like Burna Boy, we push the boundaries. Our priority? Exploring the endless possibilities of our fabric foundation; denim. And, teaming up with the most innovative artists in the world. Following our own path with every step. Combining all of this and merging music with fashion, we created two utility-inspired, exclusive fits for Burna Boy, made in premium Japanese denim. Whether it’s a statement trench coat or the G-Star Elwood inspired jeans, each style offers details that give a contemporary level up to the stand-out fits.

Experience the full Burna Boy video

Burna Boy in a trench coat standing in a tunnel

Burna Boy in a hoodie and jeans standing on a sidewalk
Burna Boy wears two exclusive limited-edition looks. Ready to make a statement. Made in premium, Japanese denim.


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