Pharrell Williams, Head of Imagination at G-Star, has just launched G-STAR RAW SUIT COLLECTION at ComplexCon – a capsule collection of utilitarian coverall suits offering a creative and egalitarian solution to the monotony of strict office codes. By taking patterns of Savile Row tailoring and applying it to a coverall suit, Pharrell and his team are breaking the codes of office wear, challenging accepted norms, and creating a uniform of the free.
Melding the two seemingly disparate uniforms of industry, the G-Star RAW Suit becomes a symbol of equality and empowerment to all who wear it. “Like everything we do at G-Star RAW, this collection is rooted in our dedication to finding fresh and unique takes on the every day. I love the unexpected combination of mixing traditional workwear styles with tailoring prints, but more than that I love what it represents: a democracy of fashion,” Pharrell Williams said.
A custom-designed booth, the G-Star RAW Office, featured visual references for the two ideas of workwear that inspired the Suit. The space depicted a stylized office environment with rows of desks and strip lights providing a seemingly conventional backdrop juxtaposed with the disruption of style codes happening within. The event was attended by a raft of young creatives including his friend and artist J Balvin. The G-Star RAW Suit collection will be available in stores and online from April 2018.
Pharrell Williams, G-Star RAW’s co-owner – welcomed friends of the brand Jaden Smith, Desiigner, D.R.A.M. and Joey Bada$$ to toast the latest launch of the G-Star Elwood X25 at a bespoke vintage Laundromat space. “The G-Star Mat is a space that embodies what the G-Star Elwood X25 stands for – creativity and self-expression. The new prints stand out and make a statement about who you are and what you want to say about yourself to the world.” Pharrell Williams said.
Drawing on inspiration from across the globe, Pharrell has reimagined the classic G-Star Elwood in 25 bright and beautiful prints that meld motifs from the natural world – from poison dart frogs and butterfly fish to leopards and whale sharks – with beautiful renderings from diverse cultures: including ornate Indian paisley prints and Japanese kimono embroidery.
Photos by Lukas Wassmann. G-Star RAW elevates the essence of jeans by combining the brand’s modern design aesthetic with the creative mindset of its Head of Imagination: Pharrell Williams. For the ’17 campaign, the brand launches G-Star Elwood X25; a joint commitment to innovation, creativity and self-expression. 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. Pharrell, Head of Imagination at G-Star comments: “The 25 prints are an expression of true creativity. They give the wearer the freedom to choose for themselves, and by doing so, empower them to decide who they want to be and what they want to wear.” The G-Star RAW ‘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.
Pharrell & Marte Mei Van Haaster
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 16 February 2017. For more information visit G-Star.com/ElwoodX25.
For the first time in the brand’s history, G-Star RAW has stepped beyond a product focus and cast their own staff members as the face of their new campaign, ‘RAW Family Portrait’. The global denim brand’s new season launch focuses on telling the story of the brand itself through a multi-layered campaign which features the people that make it, their craft, and the spaces they occupy.
The RAW Family Portrait campaign is comprised of film and a series of digital shorts that highlight the processes taking place at G-Star headquarters in Amsterdam, and specifically the staff that make up G-Star RAW. The brand’s employees, along with music artist and G-Star co-owner Pharrell Williams, are seen practising their crafts and explaining the brand’s engineering process, their obsession with 3D denim construction and their commitment to sustainable fashion. The video is directed by Sing J Lee, a multi-discipline director and artist who has worked with the likes of Muse, Birdie and Charli XCX.
Photos by John Lamparski, Theo Wargo, Jimi Celeste, Amy Sussman, Nicholas Hunt and Nynja Dudok Van Heel. If, while on your bike commute through New York on Wednesday, you happened to see what appeared to be a green-haired Pharrell Williams spinning alongside you in the bike lane, you weren’t imagining things. The 10-time Grammy-winner spent the day on a bike tour of the city’s various G-Star stores, peddling from the Williamsburg location to the SoHo store, finally ending up at the brand’s new Fifth Avenue unit, which officially opened Wednesday.
Creating quite the dramatic entrance, Williams, who is G-Star’s “head of imagination,” came cruising into the double doors of the Fifth Avenue store on bike, much to the delight of the fans clustered on the street. Williams seemed to enjoy his day of cycling. “Broke a bit of a sweat but it was fun,” he said, having caught his breath inside. “It wasn’t scary, it was more fun than anything else. This is the first time in a long time [that I’ve biked].”
Williams, who will return to performing this summer after a long hiatus, playing in Glasgow in July, is no stranger to fashion collaborations — he’s worked with brands like Moynat, Moncler and Adidas Originals, and last week Chanel posted a video of Williams visiting its ateliers to see the preparation of the house’s latest Métiers d’Art collection. “Usually, I like someone’s history, what they’re doing at that moment, and if I’m able to see an empty space, something that I can bring to the table,” he said of how he selects such partnerships. “If they don’t need me, I don’t like going in there. I feel like you’re in the way then; what are you going to do except complicate things? I really like when there’s a little gap, or when there’s something we could turn up or amplify.”
With G-Star, that gap has led to two years of collaboration, resulting in RAW for the Ocean, which works to repurpose plastic from the ocean shore and use it in denim. “I felt that there was room to have a much broader message, or individuality,” he said of his G-Star involvement. “That was my own personal opinion. I wanted to go even deeper into being a brand for the people, and have the people feel empowered. And have these things be a bunch of canvases for DIYs, you know what I mean? I want to turn that message of possibility up in here.”
Just a few weeks back, news emerged that Pharrell Williams had bought back his controlling stake in Billionaire Boys Club and ICECREAM, the labels he co-founded with NIGO back in 2005. It seems Skateboard P’s quest for world domination isn’t over yet, as it’s just been announced that the pop megastar is now a co-owner of Dutch denim label G-Star RAW.
The brand’s official press release states that Williams will co-own the brand, and his role will include overseeing the label’s collections, advertising and business strategy. ’’G-Star is an independently-minded and forward-thinking company. I believe they will be the definitive jeans brand of the 21st century. I am looking forward to be part of that mission and to co-create G-Star’s future.’’
The move follows two years of collaborations between the two partners, which included the “RAW For The Oceans” project, a collection of clothing crafted from recycled ocean plastic.
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