https://www.youtube.com/watch?v=re_FX_BIZjE
Immerse yourself in thirty seconds in the carefree, light-hearted, Black and White world of G-star Raw. Once again photographed by Ellen Von Unwearth: a style that has become the brand’s signature, an energetic style, a style for uninhibited youth who refuse to be trivial.
Using slow motion, jerky movements and cut-outs, G-star Raw underlines the importance of the advertising campaign. More than a sterile place for displaying a collection’s clothes, an advert is an extension of the brand’s spirit. As such, it deserves special care, a care that is built into aesthetic choices. The result is a lively spot: a fun campaign that plays like a music video. Jeans are worn to the rhythmic effects of “Finnna Get Loose”, the Pharell Williams P.Daddy featuring that hits September like a hype wave.
Animations in bright yellow give the measure in a playful way. A hint that prompts us to ask, “How do you wear yours?
With G-star RAW, there’s no shortage of choice: skinny, boyfriend, loose, high-waisted or low-waisted… Everyone can create their own look and be free to move and let loose: “finna get loose”.
Black eyes, rock looks and urban hips. A celebration of sub-culture, of trend-setters lurking in underground clubs, of a youth that doesn’t waver, and pushes the boundaries. Rap, soul and rock are re-orchestrated with jeans to create a unique harmony.
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