HATS OFF! The World’s First Couture Denim Hat Collection
G-STAR and milliner Stephen Jones debut a supersized, avant-garde capsule collection
We worked on a unique PR campaign bringing together two icons of craftsmanship - global denim innovator G-STAR and legendary London milliner Stephen Jones - for a one-of-a-kind collaboration that turned raw denim into wearable pieces of art.
We launched G-STAR's Haute Denim Capsule Collection, which featured five couture hats and two limited-edition ready-to-wear designs by Stephen Jones, generating media buzz, interviews and editorial product placement across fashion and lifestyle titles worldwide.
Our PR strategy leaned into Jones’s iconic stature and idiosyncratic history, connecting it to G-STAR’s uniquely RAW aesthetic and knack for bringing opposite worlds together. The challenge lay in capturing the unconventional attitude of the designer - whose cult creations have graced the heads of rock stars and royalty as well as being embraced by the fashion world - and demonstrating how he has continued to push the limits of design by turning denim streetwear into Haute Couture.
“Everybody around the world knows what denim is and what denim signifies. I took denim out of its comfort zone and made it what it wasn’t. G-Star gave me complete carte blanche.’' – Stephen Jones
The campaign centred on the transformation of workwear fabric into art through a fusion of avant-garde storytelling and authentic brand craftsmanship, proving that - in the right hands - denim can truly become high fashion.
Alongside the collection launch, we also helped spotlight a mini-documentary created by creative director Joris Kuijper, who is G-STAR’s longtime creative partner. Filmed inside Jones’s Covent Garden atelier, the short film not only gives audiences a rare insight into Jones’ creative process and ground-breaking designs, but also offers a glimpse of his rebellious past and anarchic status in the high fashion world.
Watch it here:
This resulted in 50 pieces of media coverage across titles such as L’OFFICIEL, Hypebeast, Kaltblut, Forbes, High Snobbiety, Sourcing Journal and more
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