This season, G-Star RAW has collaborated with leading fashion photographer Ellen von Unwerth. Renowned for her distinct style, rapport with denim, and talent for capturing the energy on-set, von Unwerth was a natural choice for the latest G-Star campaign.
After a decade spent in front of the camera as a fashion model, von Unwerth brings a first-hand knowledge of the kinetic energy of fashion shoots to the creation of her own photographs. With her, now iconic, campaigns for Guess? during the early 90’s shooting her to stardom, von Unwerth has since worked with Dior, Diesel, Chanel and Miu Miu amongst others.
With talent that spans well beyond campaigns, von Unwerth regularly contributes to Vogue, Interview, i-D, as well as progressive youth magazines. Her work with an ever-growing list of celebrities continues to amplify her reputation, alongside regular publication of books and exhibitions worldwide.
“ G-Star has always has been on the raw, spontaneous, kind-of-young-and-wild side – my work fits them in that way “
In the first campaign from the collaboration between G-Star and von Unwerth, her style has captured the attitude of denim. Fresh and spirited, G-Star’s group of jeans lovers represent now. They embody the freedom of jeans – that original workwear garment uniting wearers around the world, allowing every individual to express their personal style.
The campaign shows the spectrum of jeans offered by G-Star. With men’s and women’s styles that span skinny to loose, raw to distressed, dark indigo to chalk white, timely to timeless – the range truly offers something for every body.
Women’s jeans are a particular strength, 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 (femininity) perfected by von Unwerth herself.
Diving straight to the freedom of jeans, the one garment that allows every individual to express his or her personal style, G-Star wants to know “How do you wear yours?”
Using a slogan-hashtag combination, “Wear it #tightorwide” carries the collection into the online, exploring the denim world’s current liking for all things “boyfriend” or baggy, vying against the much-loved skinny jean – with #tightorwide set to fuel the feud.
Follow #tightorwide to see where the verdict is going…