G-STAR TURNS DENIM INTO LIVING SCULPTURE
Launching ANATOMIC DENIM - a new collection, a campaign by cult creator Jordan Hemingway, and a 3.5 metre denim gorilla.
We helped Dutch denim maestros G-STAR to launch the brand’s next evolution: ANATOMIC DENIM. More than an epic new product drop, the Anatomic Denim launch was a creative collision of fashion, film, and art.
Working closely with G-STAR’s PR team, Chief Brand Officer Gwenda van Vliet, creative director Joris Kuijper (founder of agency Longstoryshort), and cult photographer/director Jordan Hemingway, we unveiled a visceral global campaign that revealed what happens when movement is stripped to its essence. With athletes in motion, no props, no apparatus, the pared-back campaign focused on the true star: denim engineered to move with the body. The result was powerful, cinematic, and unapologetically raw.
WATCH THE CAMPAIGN HERE
Building on the brand’s deep creative heritage, G-STAR unveiled a 3.5-metre Denim Gorilla, crafted by renowned taxidermy artists Darwin, Sinke & van Tongeren —a monumental installation that transformed denim into art, dominated Amsterdam Fashion Week, and now stands on display at Amsterdam’s Art Zoo Museum.
By merging product, campaign, and the artform into a triumvirate of storytelling, G-TAR cemented its creative credentials as a brand that’s both artist and innovator.
We worked closely with our US PR partner to bring this into the world with meaningful exposure by world-leading titles like Rolling Stone, L’OFFICIEL, Sourcing News Grazia, Ad Age, Muse by Clios - and a CMO interview in Forbes with G-STAR’s creative marketing leader.
