Top British model, actress and singer Cara Delevingne is the latest star in G-Star Raw’s Hardcore Denim campaign. This time, the denim brand opts for a tough female protagonist. The campaign was developed in collaboration with renown advertising agency The Family Amsterdam.
According to the denim brand, Delevingne has proven to be a ‘true original due to her rebellious, headstrong character and many faces.’ So, she fits in a long tradition of talents with which G-Star collaborates.
Gwenda van Vliet, CMO G-Star, calls Delevingne someone who doesn’t get pigeonholed easily. “She is one of the best models in the world. In addition, she is an actress, writer and singer, with a unique character. She will not let anyone tell her what to do.”
The British top model owns two new denim fits, The Stray and Type 49. The Stray is a straight fit for women with an ultra-high waist and is inspired by the iconic girl gangs of the 50s. The androgynous fit gives a rebellious edge to an originally classic jeans. For men, the Type 49 brings modernity to an ultimate classic, complete with a high waist and relaxed straight leg. The FW22 collection pushes the boundaries of G-Star’s signature denim design, in a campaign that pushes Hardcore Denim beyond reality.
Joris Kuijpers, who is responsible for the campaign from The Family Amsterdam, believes that the new collection shows that G-Star is not guided by codes or conventions.
Kuijpers said, “So we leave the rules and logic for promotion. There is no fixed dimension to the expedition and the gravitational force is contradictory.”
The campaign will be launched through various channels and includes an online video, commercial, (digital) outdoor, online and social.