A symbol of youth and rebellion, jeans have become mythical on the legs of James Dean, Marlon Brando, Kate Moss and, just as memorably, on Britney and Justin at the 2001 American Music Awards. Indomitable, denim is no longer simply a utilitarian garment, but a piece that is adapted, revisited, deconstructed and reformatted according to season and fashion. While the total denim look is the order of the day this summer 2015, it’s essential to return to its original version, and choose an impeccable cut. For this, the big brands are the farthest thing from the rest. This is particularly true of G-Star RAW.
Founded in 1989, G -Star doesn’t just reproduce a far cut over and over again. Driven by constant innovation, the brand is committed to a quest for new cuts, aided by the finest techniques. The result is jeans that fit and sublimate every body type. In addition to jeans, since 1996 the brand has been developing a whole range of clothing, including boots and jackets, in keeping with the brand’s raw American spirit.
A distinctive sign, the mark of a style, the Bikers in particular played with this raw piece, associating it with leather and studs, setting it up as a uniform for the unconventional. A federator of sub-culture, it is in this spirit that it is shot for the G -star Raw fall-winter 2015 campaign by photographer Ellen Von Unwerth. A stylistic exercise for the platinum-haired photographer with her inimitable boyish style: this is not her first attempt at immortalizing the eternal jean. In the 1990s, it was the Guess campaigns that enabled the photographer to make a name for herself in the world of fashion and art in general. In 2004, MoMA exhibited a selection of her photographs.
More than just shooting a piece, Ellen Von Unwerth instills life and history into clothing. Here, it’s the fierce, independent character of youth that finds expression, through a gang whose unchalant attitude and darkened gaze make you want to be 17 again and defy the streets of too-wise suburbs.
Frozen in black and white, the focus is on fit and style. We’re not selling a garment, but a lifestyle. In these impeccably cut jeans, G-star Raw invites you to get a little dirty!
Available in stores from August 2015, this collection is an opportunity to appropriate the basic and revisit it, at a time when it is invading the catwalks.
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